Gov’t trade body plans global drive to promote UK economy

UK Trade & Investment, the government organisation, is set to launch a global marketing initiative to promote the UK economy internationally and help fulfil Chancellor Gordon Brown’s vision of transforming the UK into the world’s “preferred business partner”.

UKTI has appointed communications agency Brahm to develop the campaign. It won the contract in a competitive pitch against undisclosed agencies thought to be on UKTI’s roster. The agency will work on a range of marketing activity including advertising which carries the strapline “Hit the world running” as part of the organisation’s new five-year strategy.

The campaign will be rolled out in London, New York and Shanghai, and target their business communities.

Its theme will span inward investment and outward trade, promoting the UK as a springboard for global growth. The campaign remit will focus on the UK’s three strengths as the best environment for companies to grow in; as a global leader in creativity and innovation; and as a gateway of international connections.

The UKTI’s five-year strategy was launched in July 2006 with the aim of attracting new business and investment opportunities.

Brahm creative partner Mike Black says the campaign will move away from some of the generic and predictable messages that trade and investment agencies tend to use when targeting a worldwide market. “It will strike a fresh and more confident tone,” he adds.

UKTI is a government organisation that helps UK-based companies to succeed in an increasingly global economy. Its range of services are tailored to the individual businesses to maximise their international success and provide them with knowledge, advice and practical support.