Remember the UK's swinging Cool Britannia nation branding effort under Prime Minister Tony Blair? Now Mulberry is looking to revive pride in all things British with its just-launched Brilliant Britain Guide.
Sub-titled "a guide to a truly great nation," it's a branded content marketing move to continue the celebratory year that 2012 represents for the United Kingdom, from the Queen's Diamond Jubilee to a successful Olympics and Paralympics (despite Mitt Romney’s concerns). Could there be a better year to be a Brit?
The luxury brand's “love letter to Britain” is centered around a website and printed journal under the Brilliant Britain banner. The brand's tweeting @Mulberry_Editor is finding and promoting Brit cool with the #brilliantbritain hashtag. “Inspired by the British government’s GREAT campaign to promote the country on a global stage, we have created Brilliant Britain guide in honour of all the unsung heroes of industry, craft and community, the landscapes, architecture, food and pastimes that shape the nation,” Mulberry writes on its blog.
The newsletter won’t just be in stores in the UK, either. Down the line, Asian and American fans of Mulberry will also be finding the info available to them as well, VisitBritain reports. Naturally, the public is invited to get involved, with a coordinated kick-off at London Fashion Week and London's design-oriented Best Britannia festival, with plenty of cross-promotion with partners such as Harrods, which hosted a launch event and filled its windows (and Green Men) with the campaign's rosette of honor.
An interactive map of Britain of highlighted Brilliant Britain assets will help Anglophiles and locals plan their day trips. And most important of all, a section entitled Your Brilliant Britain opens up the doors so everyone can share what they love about the country.
"We really hope the public will be inspired to take up our cause championing their Brilliant Britain by nominating their favourite local producers, heroes, places and people," said Georgia Fendley, brand director of Mulberry, according to the Telegraph. Indeed, nominate a British unsung hero, and you may even win a highly coveted Mulberry bag (a limited edition Union Jack Bayswater) full of British treats.
For some inspiration, here's an example of how Mulberry incorporates "Brilliant Britain" talent (knitting) into its brand: