At the beginning of 2012, we went to Buenos Airesto work with the communications teams across Latin America. We talked about lots of things, including the Falklands, but what really came out of it for me was a gem of an idea about using the GREAT campaign and our soft power to reach out to a new generation in Cuba.

...that task fell to none other than British Prime Minister David Cameron, who, in September 2011, launched a “Britain is GREAT” promotional campaign. Coordinated by multiple government departments and foreign consulates, with events in 17 cities worldwide, the £37 million image project is designed to use the Games to jumpstart tourism and increase inward investment and job opportunities in the UK.