The GREAT Britain campaign, which has launched in nine countries so far, is using the attention generated by the Olympic Games and Queen’s Diamond Jubilee to promote the UK as a place for business, investment, tourism and study.

“2012 will be a chance for people across the world to rediscover Great Britain and see with fresh eyes the vibrant opportunities there for business, investment, leisure and education,” British Consul-General to Hong Kong, Andrew Seaton, said of the Hong Kong launch.

GREAT’s efforts to promote British higher education worldwide will be particularly relevant in Hong Kong, which sends thousands of students to the UK each year.

Other celebrities backing the campaign include Sir Richard Branson

The campaign, which uses advertising and other publicity channels, will remind people that the UK is home to four of the world’s top 10 universities and has the highest number of leading MBA courses in Europe among other USPs. GREAT also hopes to boost links between UK universities and enterprise.

Launched by David Cameron in September 2011, the campaign has already been rolled out in the US, China, Germany, France, India, Japan, Canada, Brazil and Australia, and has attracted considerable celebrity backing.

At the Hong Kong launch, May 10, MacDonald held a catwalk show while Byatt cooked for guests. Sir Richard Branson, Vivienne Westwood and Victoria Beckham have also agreed to be GREAT ambassadors. The programme hopes to reach 90 million people.