Copywriting case study:

'GREAT' Britain: 2012 and beyond

During the London 2012 Olympic Games more than 4,000 delegates from 60 countries attended the 'British Business Embassy' - an event to showcase the best of UK business. The likes of Christine Lagarde, Daniel Craig, Sir Jonathan Ive and the Prime Minister were all in attendance.

ESG Communications was asked to produce a suitable brochure for the delegates, with a brief to demonstrate UK excellence and to fit with the themes of the ‘GREAT’ Britain campaign.

Within a tight timeframe we developed a widely-praised newspaper-style brochure that showcased some of the best UK companies connected to the Olympics, organised by the ten pillars of the ‘GREAT’ campaign. 

To help reinforce the UK’s reputation for cutting-edge innovation we joined up with partners at Aurasma, the augmented reality app, to develop content that enabled several of the pictures and articles in the brochure to “come to life”.

All delegates at the British Business Embassy were given a tablet and when they pointed that, or their own smartphone, at one of the eight Aurasma symbols throughout the document they gained access to hidden content including facts, features and videos from the likes of entrepreneur Richard Branson and fashion designer Paul Smith.

The document received stunning feedback and played its part in bolstering the UK’s reputation for creativity and innovation to this important audience. The British Business Embassy went on to generate millions in additional revenue for UK companies.

Read the brochure