Britain's Newest Tourism Campaign Plants Anna Wintour and Victoria Beckham on the NYC Subway
Some peoplecontemporary economists, most historians, journalists on every inhabited continent, academic and professional political scientists, not a few government officials, etchave taken to suggesting that Britain is facing inexorable decline. Having once ruled the high seas and controlled an empire upon which the sun never set, the Brits have seemingly shifted their focus from having a navy to obsessing over "Jersey Shore" knockoffs.
Quite the opposite, says the tourism board officials at VisitBritain. Not only is 2012 going to be the best year ever, but the United Kingdom itself is simply great! To show you just how great the United Kingdom is, and also to "deliver long-term economic benefits from the unprecedented level of interest generated by the London 2012 Olympic and Paralympic Games," they've launched a tourism campaign called GREAT.
To perfectly complement that kind of subtle branding, they've just locked up Victoria Beckham to cut commercials for them.
The Beckham announcement comes on the heels of a large and equally circumspect stunt, conducted by the GREAT people in the middle of New York's Grand Central Station. Hoping to build on Fashion Week buzz, they brought in fashion heavy hitters Victoria Beckham, Anna Wintour, Hamish Bowles, Tamara Mellon, Karen Elson, Jourdan Dunn, Georgina Chapman, Keren Craig, David Neville, and Marcus Wainwright, and then had them all stand in front of a train. Wintour and Bowles are from Vogue, Elson and Dunn are models, Champan and Craig are from Marchesa (now accepting gown requests for the Oscars), and Neville and Wainwright are from Rag & Bone.
The train, by the by, was covered with the Union Jack. That way everyone could see that these people came from over there,, so over there must be great just like these people. Just in case anyone missed that connection, though, advertisers also wrote "THIS IS GREAT" on the train door.
This campaign is genius.