GREAT Love campaign launches in Australia
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The Australia launch of the GREAT Love campaign was unveiled at Sydney WorldPride 2023 in February, showcasing Britain’s warm welcome through LGBTQIA+ storytellers.
Amplifying the GREAT Love campaign messages of Britain as an inclusive, diverse nation, we have commenced a new joint destination campaign inspiring Australian LGBTQIA+ visitors to ‘Come See Things Differently’ in 2023.
Working with partner Contiki, the campaign promotes the warmth of the British spirit, highlighting Britain as a dynamic destination compelling travellers to visit today – not ‘one day’ – with the message that World Pride is just the start of the party this year.
The campaign features three prominent Australian LGBTQIA+ content creators: Jack Cooper, Latisha Clark and Conor Curran, as they travel on Contiki tours across Britain.
GREAT Love is the UK’s international campaign, which honours the LGBTQIA+ community and promotes its values of inclusivity, diversity and freedom. It was first launched in 2014 as ‘Love is Great’, when the UK introduced same-sex marriage in England and Wales and subsequently Northern Ireland. Since then, the campaign has been present at numerous Pride celebrations, as well as supporting LGBTQIA+ business, cultural, sports, and tourism events.
‘Britain has such an inclusive culture for the LGBTQIA+ community’
When asked for top tips for LGBTQIA+ travellers heading to Britain, content creator Jack Cooper shared this advice: “to be confident, don’t be fearful of being who you are. Britain has such an inclusive culture for the LGBTQIA+ community…celebrating Pride events all year round.”
By working with creators from the LGBTQIA+ community, both Contiki and VisitBritain are proud to elevate Queer voices in their marketing efforts.
VisitBritain’s Deputy Director Americas and Australia, Paul Gauger, said:
“We are thrilled to partner with Contiki to inspire LGBTQIA+ travellers to come see things differently in Britain in 2023. The UK is a nation that is awash with irrepressible pride, a place where inclusivity, diversity and freedom is at the very heart of its DNA. Sydney WorldPride is just the start of the party and in 2023 we invite all travellers to experience first-hand the welcoming British spirit and join us in celebrating equality and diversity throughout the year in Britain.”
As part of the Great Love campaign, the UK Prime Minister’s Envoy on LGBTQIA+ issues, The Rt Hon Lord Herbert and British High Commissioner to Australia Vicki Treadell CMG, MVO, joined 60 staff from across the Australasia ‘British Family’ including VisitBritain, to march in the largest ever Sydney Gay and Lesbian Mardi Gras parade. The UK had the only official government float, joining 200+ entries celebrating diversity and inclusion on Saturday 25 February, reaching a broadcast audience of 500,000 across Australia.
The Rt Hon Lord Herbert attended Sydney WorldPride as a keynote speaker at several events, and was a guest speaker at a Great x Cunard event aboard the Queen Victoria which was in Sydney for its Centenary World Voyage to Southampton. A drone show with UK and Pride imagery welcomed the ship into Sydney Harbour.
