London 2012 delivered Brand Britain boost, claims government study
Britain's national "brand" perception has improved in the wake of the London 2012 Olympics, according to a study commissioned by tourism body VisitBritain.
London 2012: boosted Britain's national brand image
The Nations Brand Index research, which rates 50 nations along criteria such as culture and tourism, compares findings from before and after last summer’s Games.
In the overall survey, Britain’s "Nation Brand" moved up one place from fifth to fourth. Some 63% of respondents said the Olympics had "increased their interest in visiting [the UK] for a holiday", while 75% who saw the London 2012 coverage agreed they wanted to see "more [of the UK] than London]".
The biggest improvement for Britain in the report was in the measure for whether "people would make me feel welcome", which saw the UK rise from twelfth to ninth place.
However, when measuring the country’s "Tourism" proposition, the UK remained in fourth spot. Britain also failed to improve its positioning in several perception areas, including the vibrancy of its city life, its cultural heritage, and the excitement of its contemporary culture.
Sandie Dawe, chief executive at VisitBritain, said the research proved the effectiveness of its overseas marketing. Dawe said: "With our partners we have taken every opportunity to promote Britain to overseas audiences through our 'GREAT' campaign, our digital activity on Facebook and Twitter, and by inviting foreign travel journalists to write about Britain. This work is now paying off."
Maria Miller, culture secretary, said: "The summer of 2012 put the UK firmly in the global spotlight, allowing us to shape international perceptions and show the best of Britain. These results are very encouraging, and show that the UK’s sporting and cultural credentials have significantly improved thanks to London 2012."
The Nations Brand Index research was carried out by Anholt-GfK Roper, with consumers from 15 countries, including Brazil, China, Russia and the US, taking part.Follow @alex_brownsell
This article was first published on marketingmagazine.co.uk
Latest jobs Jobs web feed
- PR Account Manager fishtank 24k to 33k per year GBP, Surrey
- Brand Manager Radisson Blu Edwardian, London Competitive , South Kensington, London
- Junior Account Manager fishtank 22k to 28k per year GBP, Buckinghamshire
- senior planner > SPORTS BRANDS collectivo Up to £90,000 plus benefits, London
- Head of Media, Marketing & Communications PGA Competitive, Sutton Coldfield, West Midlands
- Graphic/Web Designer fishtank 27k to 35k per year GBP, United Kingdom
Integrated digital marketing offers huge opportunities to engage, servic...
Mobile marketing is coming of age, and the pace of change is now exponen...
With UK consumers spending an average of £1,083 a year online, int...
Conversational Mobile Marketing: Engage Customers and Empower Advocates (Expert Reports) External website
The pressure is on for marketers and mobile operators to embrace a strat...
As a nation, the UK is media and technology obsessed with over half of t...
All customers have the potential to become your brand advocates, driving...