GREAT Britain & Northern Ireland Campaign

Name

GREAT Britain & Northern Ireland Campaign

Legal name

GREAT Britain & Northern Ireland Campaign

Website

https://greatcampaign.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Government Communications and Nation Branding

NAICS

Public Relations Agencies (54182), Convention and Visitors Bureaus (561591)

SIC

Services-Advertising Agencies (7311), Services-Advertising (7310)

akta.pro primary industry

Investment Promotion & FDI Facilitation (BPADAMAD)

akta.pro secondary industry

Intergovernmental Education Cooperation & Bilateral/Multilateral Programs (EDADALAA)

Keywords

• Nation branding campaigns
• International marketing programmes
• Trade investment promotion
• Government communications services
• Destination marketing

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Marketing or Sales, Personnel, Operations, Technology or R&D

Revenue model

1. Government-funded campaign: The GREAT Campaign is funded by HM Government and does not generate direct revenue. Its purpose is to drive economic growth for the UK by encouraging international audiences to visit, study, trade, invest, live and work in the UK.

Go-to-market motion1 record

Distribution channels6 records

Marketing channels10 records

Core offering

The GREAT Britain & Northern Ireland Campaign is the UK Government's official international communications and marketing programme. It promotes the UK across 164 countries to drive economic growth by encouraging international audiences to visit, study, trade, invest, live and work in the UK. The campaign operates branded initiatives such as Greater Together, GREAT FUTURES, Unicorn Kingdom, Great Love and Horizon Europe, delivered through international embassies, 26 government departments, and private sector partners.

Product overview

The GREAT Britain & Northern Ireland Campaign is the UK's international communications and marketing programme. It is not a technology product but rather a government initiative that enhances the UK's global reputation and drives economic growth by encouraging international audiences to visit, study, trade, invest, live and work in the UK. The campaign operates various marketing initiatives and branded campaigns including Greater Together, GREAT FUTURES, Unicorn Kingdom, Great Love, and Horizon Europe. These are marketing campaign programmes, not standalone software products.

Differentiator

Problem solved

Functional benefit

Brands

• Greater Together: Campaign focused on UK-US partnership showcasing collaboration in business, culture, technology and arts.
• GREAT FUTURES
• Unicorn Kingdom
• Great Love
• Horizon Europe

Products and services

• Greater Together

Quantifiable outcome

• £8.4 billion in returns to UK economy since launch
• +4 more outcomes

Named customers10 records

Segments6 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

20 partnerships are on record, tiered core and minor.

• Premier LeaguecoreGTM or Marketing PartnerBroadcast to billions in 190+ countries, the Premier League is one of the UK's most iconic brands. GREAT has worked with the Premier League delivering live screening events, community programmes, and digital campaigns globally.
• British AirwayscoreGTM or Marketing PartnerGREAT, VisitBritain and British Airways have worked together for over 10 years on joint social and digital marketing campaigns, consumer activations, and co-branded planes to drive tourists, students and business passengers to the UK.
• British Fashion CouncilcoreGTM or Marketing PartnerPartnership with British Fashion Council to showcase UK fashion and design excellence internationally through campaign activations and events.
• HSBCcoreGTM or Marketing PartnerHSBC is a key private sector partner supporting GREAT activities globally, including value-in-kind and sponsorship for events like GREAT FUTURES in Riyadh.
• BBCcoreGTM or Marketing PartnerThe BBC is a campaign partner showcasing British content and media excellence globally as part of the UK's story.
• VisitBritaincoreGTM or Marketing PartnerOfficial tourism partner promoting the UK to international visitors through campaigns like Starring GREAT Britain showcasing UK landscapes and destinations featured in films and TV shows.
• British CouncilcoreGTM or Marketing PartnerEducation promotion partner through Study UK initiative, encouraging international students to consider UK universities.
• DiageominorGTM or Marketing PartnerSpirits company supporting GREAT food and drink initiatives, including drinks tasting sessions and promotional events.
• NVIDIAminorGTM or Marketing PartnerUS tech company highlighted as an example of US businesses investing in the UK alongside Microsoft and Boeing.
• MicrosoftminorGTM or Marketing PartnerUS tech company highlighted as an example of US businesses investing in the UK alongside NVIDIA and Boeing.
• BoeingminorGTM or Marketing PartnerUS aerospace company highlighted as an example of US businesses investing in the UK alongside NVIDIA and Microsoft.
• Open BionicsminorGTM or Marketing PartnerUK bionics company partnered with American amputee community, establishing 12 clinics and 500 partners across the US with their Hero RGD bionic arm.
• BioOrbitminorGTM or Marketing PartnerUK biotech company leveraging US space infrastructure to crystallise cancer antibodies in Low Earth Orbit, with expansion plans in the States.
• Atlantic StudiosminorGTM or Marketing PartnerUK creative studio collaborating with Google, Meta, and Apple on AR and VR headset use cases and immersive experiences.
• What3WordsminorGTM or Marketing PartnerUK geo-location platform assisting US emergency services including the Los Angeles City Fire Department in rescue operations.
• WingminorStrategic or Co-development PartnerUS drone technology company partnering with UK clinical integration specialist Apian to deploy autonomous drone delivery across the UK's NHS.
• ApianminorStrategic or Co-development PartnerUK clinical integration specialist partnering with US drone company Wing to deploy autonomous drone delivery across the UK's NHS.
• Lisa Marie ThalhammerminorGTM or Marketing PartnerAward-winning artist and LGBTQIA+ activist who co-designed the Great Love Mural in Washington DC with the British Embassy.
• The Little Gay PubminorGTM or Marketing PartnerWashington DC venue hosting the Great Love Mural, co-designed by Lisa Marie Thalhammer and the British Embassy.
• King's TrustminorGTM or Marketing PartnerCharitable organization featured at events like the King's Trust gala in LA.

Scale indicators15 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Germany Trade & Invest (GTAI): GTAI is the German federal agency for foreign trade and investment promotion, marketing Germany as a business and innovation location internationally. It is the closest continental European counterpart for the FDI promotion dimension of GREAT's work.
• British Council: British Council is GREAT's education promotion partner running Study UK, but is itself a directly comparable soft-power and international engagement organisation with global offices promoting British education, culture, and opportunity — overlapping significantly with GREAT's mission.
• Tourism Australia: Tourism Australia is the Australian Government agency that markets Australia internationally as a destination. It shares the nation-branding remit, multi-channel activation model, and global ambassador partnerships that define GREAT's tourism work.
• IDA Ireland: IDA Ireland is the Irish government's inward investment promotion agency responsible for attracting foreign direct investment. It mirrors the investment-attraction mandate of GREAT with a smaller geographic footprint.
• Business France: Business France is the French national agency supporting international business development, FDI attraction, and export promotion. It mirrors GREAT's combined trade-investment-tourism mandate under a single government-aligned brand.
• Enterprise Ireland: Enterprise Ireland is the Irish state agency supporting Irish exporters and startup growth internationally. Its export-promotion mandate aligns with GREAT's £90M annual export wins function for UK companies.
• Brand USA: Brand USA is the United States' national tourism marketing organisation and the closest international peer — a publicly-funded destination marketing programme that promotes the US to international visitors through campaigns, partnerships, and global activations across multiple markets.
• New Zealand Trade and Enterprise (NZTE): NZTE is New Zealand's international business development agency, helping NZ companies grow internationally and attracting foreign investment. It is a government-backed nation-branding peer with comparable trade and investment promotion scope.
• Atout France: Atout France is the French national tourism development agency promoting France to international audiences. It directly parallels GREAT's tourism promotion function and is one of the largest comparable European destination-marketing organisations.
• VisitBritain: VisitBritain is GREAT's own UK tourism promotion partner, running Starring GREAT Britain and other campaigns to drive international visitors. It is the most directly comparable UK entity in scope (tourism promotion), making it both a partner and a structural twin.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/GREATBritain
• LinkedInlinkedin.com/company/greatcampaign
• Instagraminstagram.com/greatcampaign

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about GREAT Britain & Northern Ireland Campaign