Hong Kong Celebrates Launch of GREAT Britain

Gala event draws celebrities, business leaders and society figures to mark enduring British-Hong Kong partnership

HONG KONG, May 10, 2012 /PRNewswire-Asia/ -- The British Consulate-General Hong Kong today launched the international GREAT Britain campaign in Hong Kong with an exclusive event to celebrate the long-standing partnership between the UK and Hong Kong and to showcase British creativity and innovation talent. Following events in New York, Rio and Tokyo, the GREAT campaign aims to raise international awareness of the multi-faceted appeal of the UK, attracting an extra 4 million visitors and a GBP 1 billion boost for business over the next four years.

(From left) British Consul-General Andrew Seaton and UK ambassadors for creativity celebrate the launch of the GREAT campaign in front of the iconic Hong Kong skyline, including interior designer Kelly Hoppen MBE, fashion designer Julien Macdonald OBE, Head Chef of Trinity restaurant Adam Byatt and gallery owner Michael Hoppen

With both the London 2012 Olympic and Paralympic Games and the Queen's Diamond Jubilee taking place this year, the eyes of the world are turning to the UK. Prime Minister David Cameron is spearheading the country's biggest-ever overseas campaign to boost worldwide awareness of the UK as a GREAT place for business, investment, tourism and study.

British Consul-General Andrew Seaton said, "The relationship between the UK and Hong Kong, already so important, continues to grow and develop. Our partnership in the fields of creativity and innovation are an increasingly important part of that mix.  Many UK designers draw creative inspiration from the vibrancy of Hong Kong.  For their part, Hong Kong people appreciate what the UK has to offer in the fields of fashion, design, food and technology. In recent years we have seen classic and innovative British brands work with local partners to achieve significant success here; and likewise many Hong Kong businesses with global ambition have been establishing a footprint in the UK."

"The choice of Hong Kong as a GREAT campaign city is a sign of how important it is to the UK. I am looking forward to deepening relationships across the board. 2012 will be a chance for people across the world to re-discover GREAT Britain and see with fresh eyes the vibrant opportunities there for business, investment, leisure and education," Seaton added.  

Today's event brings together future leaders, business figures, local and international celebrities and young entrepreneurs, in a theme of red, white and blue. Luxury fashion designer Julien Macdonald showcases some of his latest collection while Head Chef of Trinity restaurant Adam Byatt serves modern interpretations of traditional British cuisine, offering guests a taste of the creativity that the UK has to offer.

The star-studded event also welcomes other visiting UK figures including interior designer Kelly Hoppen, Hong Kong-born Olympic torchbearer Steven Cheung and gallery owner Michael Hoppen, a leading light in the world of photography. Other notable guests attending the event from the Hong Kong community include Sally Lo, Thomas Wu, Adrian Li and Douglas Young, while actress Grace Huang hosts the evening. British cirque group Tumbellina will entertain the guests with a breathtaking performance of acrobatics.

Seaton also said, "Tonight's GREAT celebration would not have been possible without the tremendous support from our sponsors, British Airways and Coutts. We truly appreciate the commitment that they have shown in helping to highlight what GREAT Britain has to offer to the world."

Announced by Prime Minister David Cameron in New York in September 2011, the GREAT campaign has so far been launched in 9 countries. These include the USA, Germany, France, India, mainland China/Hong Kong, Japan, Canada, Brazil and Australia. Focusing on 17 key cities it aims to reach over 80 million people through integrated platforms across advertising, public relations, partnership/celebrity activity and city-based events.

UK celebrities such as Sir Richard Branson, Vivienne Westwood, Lily Cole and Victoria Beckham have signed up as GREAT Ambassadors to support the initiative, showcasing the breadth and depth of British talent and with the common goal of inviting people to take a fresh look at everything the UK has to offer.

About British Airways

British Airways has a worldwide route network that covers more than 150 destinations in 75 countries. British Airways has been flying to Hong Kong for 75 years and currently operates 17 flights a week between London Heathrow and Hong Kong.  The airline operates from the state-of-the-art Terminal 5 at London Heathrow, which is exclusive to British Airways' and Iberia Airlines' customers and is capable of handling 30 million customers a year.

In September 2011, British Airways was recognised as "Best European Airline" for the 11th consecutive year, by readers of Business Traveller Asia-Pacific at the 20th Business Traveller Asia Pacific Awards. For further information on British Airways, please visit ba.com.

About Coutts

Coutts is the wealth division of Royal Bank of Scotland Group. Coutts serves clients from over 40 offices across the world offering tailored wealth management, banking, trust and tax services. Coutts is headquartered at 440 Strand, London with offices in other key international financial centres in Zurich, Geneva, Hong Kong, Singapore and Dubai. The division includes Adam & Companying providing private banking services from Edinburgh, and RBS International, based in the Channel Islands, which provides offshore banking.

British Consul-General Andrew Seaton (first from right) and leading UK celebrities bring the GREAT campaign to Hong Kong, including fashion designer Julien Macdonald OBE, Head Chef of Trinity restaurant Adam Byatt, interior designer Kelly Hoppen MBE and gallery owner Michael Hoppen

The GREAT campaign arrives in Hong Kong with British Consul-General Andrew Seaton (second from left) and representatives of the UK's creative industries, including fashion designer Julien Macdonald OBE, interior designer Kelly Hoppen MBE, gallery owner Michael Hoppen and Head Chef of Trinity restaurant Adam Byatt

Media Contacts:

Pamela So
D: +852-2533-9916
M: +852-9122-6168
E: pso@webershandwick.com

Giles Harrison
D: +852-2533-9907
M: +852-6596-1054
E: gharrison@webershandwick.com