The GREAT Campaign rises for the first time on UAE’s OOH Arena, telling the story of the UK’s diverse, generous and welcoming nature. The GREAT campaign promotes and helps drive British trade, investment and tourism while ensuring that everyone is welcomed and savoring all the great qualities that define the UK. \r\nThe GREAT campaign celebrates stories and innovative individuals, courageous change-makers, and traditions with a twist across the United Kingdom. The campaign ad spaces are extremely varied, sharing all the best qualities of the UK to the world while encouraging the audience to “See Everything Differently”. The campaign ad spaces range from sharing UK’s GREAT styles, moments, fashion, stories, minds, designers, technology, and many more. Each billboard shares how the UK excels at each component, hoping to drive trade with international businesses with the Department for International Trade. For example, for the GREAT Style ad space, it is noted that UK’s style never goes out of fashion, reflecting how the UK is a pioneer in fashion, further elaborating this by displaying a visual of a tailor, hand-making fashionable pieces. The campaign ad spaces are very dynamic and engaging, reflecting each GREAT quality with suitable visuals and a fitting color pallet. Lastly, every ad copy notes that if the audience wants to see things differently, they must choose the UK, which consequently takes us back to the International Department of Trade, the entity responsible for striking and extending trade agreements between the United Kingdom and foreign countries, as well as for encouraging foreign investment and export trade. \r\nThe GREAT Britain & Northern Ireland campaign is fairly new, having been released in the fourth week of March on Dubai’s OOH Arena in the form of Digital Screens.