The Business is GREAT Britain campaign launched on
The campaign is progressing well. Since launch on
Half of businesses interviewed felt that they had taken some action as a result of the campaign—these actions included getting advice, discussing the campaign within their networks, visiting business websites or started to develop a long-term plan.
Overall campaign awareness has reached 18%. This early figure is very good in comparison to similar spending campaigns.
The campaign research highlights a disconnect between how small businesses feel about their own capabilities and how supported they feel by Britain/Government. This reconfirms the need for the campaign to demonstrate the value that Britain and the Government place on small businesses in Britain.
The campaign performance is much stronger amongst those respondents who recognise it, which suggests this will improve as recognition builds. Messages take time to bed in so we need to ensure there is an opportunity for repeat exposure to build impact and generate positive response.