Abstract
This chapter examines the change of government in 2010 and the impact of austerity savings. It demonstrates the ways in which limited funding and the opportunities afforded by high-profile events such as the Pope’s visit to the UK, the Royal Wedding and the 2012 Olympics shaped an environment conducive to the creation of the GREAT branding campaign. The chapter concludes with a discussion of the work of the “PD Partners” during the 2012 Olympics, including the British Business Embassy, the Cultural Olympiad, International Inspiration and London Calling.
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Pamment, J. (2016). Targeted National Promotion. In: British Public Diplomacy and Soft Power. Studies in Diplomacy and International Relations. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-319-43240-3_6
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DOI: https://doi.org/10.1007/978-3-319-43240-3_6
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