The £0.5m “GREAT” Britain poster campaign aims to flag up the country’s strong points, such as its heritage in sport, art, innovation and music. It is hoped it may dispel the negative image created of the country following the riots in August.
The posters will be displayed at business receptions abroad and in VisitBritain’s advertising. The campaign was created by Mother.
Cameron says he hope the drive will boost trade and tourism revenue by £1bn and attract 4 million extra visitors next year.
He adds that he also anticipates events such as the London 2012 Olympics and the Queen’s diamond jubilee will create a “lasting economic legacy” for the country, boosting investment, jobs and growth.
Cameron says: “This campaign is simple. There are so many great things about Britain and we want to send out the message loud and proud that this is a great place to do business, to invest, to study and to visit.”
Some commentators have questioned David Cameron for launching the campaign, after he had repeatedly called the country “broken Britain” as part of his leadership campaign for the 2010 election.
Scott Corfe, economist at the Centre for Economics and Business Research, also criticised the £1bn amount the campaign hopes to raise in extra investment and trade.
“When the GDP is in the trillions, a billion is not a great deal,” he says.
Earlier this year VisitBritain launched a £100m global advertising campaign, dubbed “Britain – You’re Invited”, starring celebrities such as Dame Judi Dench and Twiggy, that also aims to bring an extra 4 million tourists to the country over the next four years.
The tourism body has also partnered with discount student travel agent STA Travel to market Great Britain as a youth tourist destination.