The UK has a strong image around the world and, as I’ve discovered, here in Hungary. We’re respected for our traditions, our reliability and the quality of what we produce. It’s a great advantage for us – whether we’re working in Embassies overseas or trying to do business there. But the British brand needs a refresh. And that’s what the British government’s GREAT Campaign is aiming to do.
Making the most of the London Olympics and the Queen’s Diamond Jubilee as occasions when the world will be watching the UK, the Great Campaign will try to build on our existing reputation, adding to it the world-leading creativity and high technology which we can (and should) now boast of. We want to show the world that the UK is the place to visit, live work, study, invest and do business. Highlighting all that is best about the UK and focusing on 11 areas of British excellence (Innovation, Entrepreneurship, Creativity, Technology, Knowledge, Green, Heritage, Sport, Shopping, Music, Countryside).
Here in the Embassy we are looking at how best to get those messages across to Hungarians. We aim to use traditional and novel communication techniques. I hope you’ll notice our efforts around the country. Do let me know what you think of them.
Of course, the best and most convincing way to show people all the UK can offer is by having them experience the UK at first hand. See it for yourself! But another good way is for Hungarians to be able to witness what the UK has to offer at first hand here in Hungary.
That’s why I was so pleased to host a double product launch event in the Embassy this week. A British firm, BUPA, have teamed up with a local operator to offer first class medical insurance and care to Hungarians. Top quality service using cutting edge technology. The second launch, or rather re-launch, was by the car maker Jaguar Land Rover. Again, cutting edge technology and some really stylish engineering. Exactly the sort of image to match modern Britain and what it has to offer.
I guess the next times there’ll be a chance to see British creativity, innovation and vitality on a large scale here in Hungary will be at the Grand Prix (7 of the 12 F1 teams are based in the UK) and the big music and cultural festivals like VOLT, Balaton Sound and Sziget. We’re expecting a good number of British bands to be there.
Lots to look forward to.