Targeted National Promotion

  • James Pamment
Chapter
First Online:
Part of the Studies in Diplomacy and International Relations book series (SID)

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.

Keywords

International Development Soft Power Launch Event Strategic Communication Brand Identity 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.
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Copyright information

© The Author(s) 2016

Authors and Affiliations

  • James Pamment
    • 1
  1. 1.Department of Strategic CommunicationLund UniversityHelsingborgSweden

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