The Duchess of Cambridge joined 800 guests this evening for an event to promote UK culture, art and entertainment at the Royal Academy. The reception, held in honour of the creative industries was attended by artist Tracey Emin who was recently made a Professor of Drawing at the Royal College of Art.
The Duchess was seen mingling with Prime Minister David Cameron, the Culture Secretary Jeremy Hunt and Culture Minister Ed Vaizey. Celebrities included the model turned actress Lily Cole and Team GB designer Stella McCartney. The international reception was part of the ‘GREAT’ campaign an organisation designed to showcase UK culture abroad. “One of William, Kate and Harry’s jobs is to highlight British art, fashion and media on the world stage during the Olympics and Paralympics.” The visit tonight will promote that goal.
The London 2012 Olympic and Paralympic Games represent a once-in-a-generation opportunity to promote the UK abroad, shape international perceptions and help deliver long-term trade and tourism benefits at home in Britain. The Royal Wedding in April 2011 attracted unprecedented levels of international attention, and with the Diamond Jubilee and Olympic Games taking place in 2012, this is likely to increase substantially.
It is designed to use the platform of the Games in 2012 to showcase Britain’s capabilities, to promote and enhance our reputation abroad and to maximise the economic potential of the Games. It was announced by Prime Minister David Cameron in New York on 21 September 2011, and supports the marketing and public diplomacy efforts of UK Trade & Investment (UKTI), Visit Britain, the British Council, the Foreign Office and other government departments overseas. All partners in the campaign will use GREAT to ensure the whole of Government speaks with one voice.
The GREAT campaign invites the world to take a fresh look at everything Britain has to offer. It centres on areas of British excellence focusing on reasons to invest in and visit the UK. These areas are Technology and Innovation, Entrepreneurship, Creativity, Knowledge, Green, Heritage, Sport, Shopping, Music and Countryside. We want to send out a clear message that Britain is one of the very best places in the world to visit, live, work, study, invest and do business.
The Duchess of Cambridge, a History of Art graduate has recently become a patron of the National Portrait Gallery. She attended the press view of “Road to 2012: Aiming High” an exhibition mounted as part of the Cultural Olympiad last week.
Tracey Emin is perhaps the best known woman artist of her generation. She was seen chatting to Kate as she toured the Royal Academy Summer Exhibition an annual London event. The 244th Royal Academy’s annual summer exhibition which opened its doors to the public on 4 June. The Academy is proud of its place as the largest open submission contemporary art show in the world.