GREAT, the UK’s worldwide promotional program that spans each commerce and tourism, is activating a marketing campaign within the U.S. aimed toward inspiring Individuals to take a recent take a look at the UK.

As a part of the built-in marketing campaign, the UK’s iconic purple phone cubicles will pop up throughout New York Metropolis the place passersby can actually “reply the decision” and acquire entry to one in every of a number of occasion activations centered across the cultural cornerstones of meals, innovation, sports activities and music. The activations might be hosted by the likes of “The Nice British Baking Present” winner and superstar chef Nadiya Hussain the place she is going to prepare dinner alongside shoppers; 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 get together with soccer legends Ian Wright and Michael Carrick attending; in addition to 4 intimate concert events showcasing up-and-coming British musicians in late March.

The “GREAT Calling” marketing campaign and its immersive occasions goals to showcase the vibrance of contemporary British tradition whereas debunking outdated British stereotypes to which many Individuals cling.