摘要
2011年,英国政府发起"非凡英国"(GREAT BRITAIN)国家形象品牌计划,力图树立"非凡"的国家形象,为英国吸引游客、留学生和商业机会。"非凡英国"在全球推广过程中以点带面,与专业性国际公关、互联网公司合作,连续挖掘可品牌化的资源,并充分利用了视觉艺术、名人效应和微营销的推广模式,非常值得借鉴。
The British government launched the "GREAT BRITAIN" national image brand promotion in 2011. The aim was to build a great national image that would result in attracting large numbers of tourists and foreign students, as well as opening up commercial opportunities. The government worked with professional PR and internet companies to explore resources that could be branded, and gave full play to promotional modes such as the visual arts, celebrity effects and micro marketing. The plan is worth studying and learning from.
引文