Olivia Parker
May 3, 2018

Case study: GREAT Festival of Innovation

The signature British conference took over The Asia Society in Hong Kong for four days of debate.

The GREAT Britain campaign was created as a communications legacy for the London 2012 Olympic Games, with the aim to drive and generate jobs and growth for the UK.

It is the only campaign in the world, says director Conrad Bird, to bring together representatives from the tourism, trade, investment, education and culture sectors into one programme and six years on from the Olympics, it has successfully generated a 3.4 billion US$4.8 billion...

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