He’s been saving the world from assorted villains these past 50 years – and now James Bond is backing Britain. Currently being aired in 21 countries, VisitBritain’s new promotional campaign has put 007 on the case.
VisitBritain’s ‘GREAT Britain’ campaign also draws together major events, sporting achievements and commercial partners to promote the UK as a great country in which to live, study, invest and do business – as well as to visit.
In my book, the GREAT Britain campaign is a real winner. So what can it teach those of us in branding and brand management about the principles of country branding?