Rainey Kelly Campbell Roalfe/Y&R have been appointed by the Cabinet Office, as the lead strategic and creative partners for their 'Great Britain' campaign, which aims to promote the country as a potential holiday destination for overseas visitors. The campaign is to be the umbrella brand, under which all communications used to promote the UK are united. This includes united bodies such as the British Council, Visit Britain, and UK Trade & Investment.
The campaign is to be the umbrella brand, under which all communications used to promote the UK are united
A full service, integrated creative agency that has produced creative advertising content for brands as established and eclectic as the BBC, Land Rover and Lloyds Bank, RKCR/Y&R has created work for the 'Great' brand in the past, which no doubt helped their case in winning the account. In August last year they won the contract to work with Visit Britain on the “Sounds of Great Britain” campaign. They were awarded the “Sounds” campaign through the Government Procurement Service, which has now been integrated into the Crown Commercial Service. It's a pitch made through this service (which is only open to agencies on the UK Government's creative services framework) that netted RKCR/Y&R the Great British campaign.
Although the Cabinet Office have thus far declined to comment on the exact figure, the campaign is estimated to cost around £30 million a year and will encompass everything from a digital strategy and partnerships management, to talent deals and PR. The campaign will be staffed by a multi-disciplinary team, who will partner with the central 'Great' team, based in the Cabinet Office. They will grow both the brand, and the campaign, and will develop relationships with support partners together.
The campaign will be staffed by a multi-disciplinary team, who will partner with the central 'Great' team, based in the Cabinet Office
RKCR/Y&R managing director Vicky Jacobs says the agency are “Honoured to be supporting the Great team in developing this fantastic and ambitious brand,” and stressed that the campaign reinforces the agencies “Commitment to marketing British brands, both at home and overseas.”
Benjamin Hiorns is a freelance writer and musician from Kidderminster who honestly thinks RKCR/Y&R have their work cut out for them positing Britain as a legitimately 'Great' holiday destination.