This cross-government campaign invites you to take a fresh look at the UK. It is designed to promote Britain as a location for business, investment and tourism

The London 2012 Olympic and Paralympic Games represent a once-in-a-generation opportunity to promote the UK abroad, shape international perceptions and help deliver long-term trade and tourism benefits to the UK.

The Royal Wedding in April 2011 attracted unprecedented levels of international attention, and with the Diamond Jubilee and Olympic Games taking place in 2012, this is likely to increase substantially.

The GREAT campaign is designed to use the platform of the Games in 2012 to showcase Britain’s capabilities, to promote and enhance its reputation abroad and to maximise the economic potential of the Games.

It was announced by Prime Minister David Cameron in New York on 21 September 2011 and supports the marketing and public diplomacy efforts of UK Trade & Investment (UKTI), Visit Britain, the Foreign Office and the British Council overseas.