Battling for Britain

Battling for Britain from Paul Broadbent

By: Paul Broadbent  14/06/2012
Keywords: advertising, Branding, public relations

As account director responsible for encouraging Europeans to visit Britain, I knew from research that regional differences in motivation precluded any single approach. Against current agency thinking, I allowed the 13 European agencies to come up with their own campaigns. I wrote the brief explaining that they had to work to a common format using only specially commissioned photographs of Britain.

Though diverse in approach, the visual continuity unified the image of Britain. The tourism figured soared and my work won the Best Co-ordinated International Advertising Campaign award.

Keywords: advertising, Branding, business advertising, business branding, corporate advertising, creative advertising, marketing communications, marketing strategy, public relations

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