The Duchess of Cambridge will join 800 guests for an evening event to promote UK culture, art and entertainment. Next Monday, Kate will visit the Royal Academy of Art for a creative industries reception. She will be joined by the Culture Secretary Jeremy Hunt and Culture Minister Ed Vaizey. The international reception is 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 on Monday 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. Photo: © Anthony Upton 2012