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Cool Britannia is the now thing

 | June 18, 2012

It's a year of celebration for the Brits, and they're inviting the world.

FROM the Queen’s Jubilee celebrations to the Summer Olympic Games, the Torch Relay to London 2012 Festival, it’s the year for the UK to celebrate, and celebrating the Brits have been. They’re even inviting the world.

A £25 million image campaign launched early this year brought iconic images of Britain, highlighting what is great about the country, from its rich history and culture to shopping to dining and more. The PR message was clear, targeting the celebration of a renaissance of British culture and tapping into many of this year’s high profile events.

While it’s yet to be seen if the campaign will help inbound tourism reach its target of pumping an additional £2.3 billion in international spend over the next four years, the cool effects of Britannia is already apparent in other areas.

British music is once again topping the charts, enjoying great success in the US and across the world. Helped by artists such as Adele, Duffy, and boybands One Direction and The Wanted, the Brits’ share of album sales in the US is the highest since the second British invasion of the 1980s. Even American Idol couldn’t resist the trend, revisiting 60s British in one of the shows in the just ended season.

British fashion has found new appreciation, not least thanks to the Duchess of Cambridge, the former Kate Middleton. Her impeccable style and astute fashion sense that often highlight the best in British labels and designers have made others around the world fans as well. And we’re not talking iconic Burberry checks, either. With her help, high street brands like Issa, Temperley and Erdem are now part of the everyday fashion lexicon for style-conscious women everywhere.

There’s even a revival of the love affair with Great British cooking, with old time favourites given a new twist. At Nobu 57 in Manhattan, the fish and chips has been reworked with sushi and tempura batter. Elsewhere, pies and mash gets an update made with sweet potatoes and pea mash.

And what if you can capture the essence of Great Britain in a bottle? The National Trust Garden Wild Rose and Camomile is inspired by the internationally renowned garden at Sissinghurst Castle, Kent. Proceeds from the purchase go to help the country’s landmarks. Alternatively, get yourself a bottle of Union fragrance. Four unisex scents contain ingredients sourced from some of the country’s oldest estates, like holy thistle, quince, and gothic bluebell. Can’t decide which to have? Then get all four.


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