Hasta La Creative!

GREAT, the United Kingdom’s international promotional program that spans both trade and tourism, is activating a campaign in the U.S. aimed at inspiring Americans to take a fresh look at the UK.

As part of the integrated campaign, the UK’s iconic red telephone booths will pop up across New York City where passersby can literally “answer the call” and gain access to one of several event activations centered around the cultural cornerstones of food, innovation, sports and music. The activations will be hosted by the likes of “The Great British Baking Show” winner and celebrity chef Nadiya Hussain where she will cook alongside consumers; AI scientist Dr. Shama Rahman who will host the “World’s First AI Banquet” with an AI platform bringing British icons William Shakespeare and Agatha Christie to life; an English Premier League match party with soccer legends Ian Wright and Michael Carrick attending; as well as four intimate concerts showcasing up-and-coming British musicians in late March.

The “GREAT Calling” campaign and its immersive events aims to showcase the vibrance of modern British culture while debunking outdated British stereotypes to which many Americans cling.