I haven’t blogged much recently, as we’ve been launching the GREAT campaign across Canada. GREAT as in Britain, and it asks Canadians to take a new look at the Old Country. You’ll be surprised by what you see. All the things you’d expect in the history and tradition departments – and we’re on the verge of a splendid Diamond Jubilee weekend – but also a burst of innovation, technology, creative industries, entrepreneurial businesses, art and architecture, green and digital clusters and lots more.
And with the Diamond Jubilee and Olympic/Paralympic Games as well, an exciting place to visit, live, invest and do business in.
End of commercial, and on the GREAT launch.
We kicked off in Vancouver on 24 May with a GREAT British Breakfast: a heart attack in every bite, but 250 of Vancouver’s finest tucked in. They were then regaled by speeches from our Consul-General and yours truly – I think having a good breakfast helped them choke those down.
We then had a surprise flash mob – young dancers dressed as the Fab Four, Spice Girls, Freddie Mercury, Austin Powers, Mary Poppins (!) and a range of others – who appeared from nowhere and boogied the morn away. The icing on the cake was Richard Branson, who graciously came, spoke and conquered. See attached photo, in epic mode, with Ryan Holmes, CEO of HootSuite and one of Canada’s successful young entrepreneurs.
Flash mob then repaired to Vancouver International Airport, to repeat their triumph among startled but delighted travellers.
Then on the Friday, Richard Branson lunched with 1500 of the Vancouver Board of Trade’s closest friends, talked about his life and career, and announced the beginning of a Virgin Atlantic route non-stop London-Vancouver.
We gave it both barrels, with a simultaneous launch in Toronto. The British circus and music group The Chipolatas took the streets by storm (hot dog!); Hugh Robertson (UK Sports Minister) spoke at a major Gala hosted by the Deputy British High Commissioner; and a good time was had by all.
We had some fun and it went well. In Toronto alone – the inevitable statistics, I fear – we had 3.5 million “impressions” – a term of art, I’m told, signifying quantifiable connections with people’s attention, and we’re doing the numbers elsewhere.
I’ll write again as we move forward. Enjoy the summer.