Great Calling

M&C Saatchi

Client: Great Britain & Northern Ireland Campaign

Following the pandemic, the UK had slipped from 2nd to 5th place on 2021 Anholt Nation Brand Index.

Our objective: to reverse this trend and position the UK as a creative, innovative and diverse destination, encouraging US audiences to consider visiting, studying or doing business here. We had to make the UK relevant again and get people to See the UK differently, overcoming long established stereotypes. An earned first strategy, leveraging experiences centred in New York, would power a campaign that would travel the length and breadth of the US - inviting people to look closer at the UK and drive active consideration ‘Great Calling USA’ launched on 1st March. Fronted by high-profile UK celebrities. Iconic red phone boxes popped up across New York Inviting people to ‘Answer the call’ and win tickets to exclusive experiences that brought-to-life cultural facets of the UK from food and music to sport and innovation. At each of the exclusive experiences, content was captured and distributed via paid media. Media and Influencers delivered further reach. And a content partnership delivered longer form content to enhance engagement and support our key messages. In just five weeks, we delivered a total of 17 events, 1000 attendees, 12 influencers, 19 content films, 22 talent, £5m value-in-kind secured and placed the UK brand at the centre of the conversation amongst Americans. Exceeding all benchmarks, the campaign reached over 40m on social alone, driving significant increases in favourability as well as uplift against all drivers for consideration.