Souvenir stall in London
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Re-branding UK as 'cool' Britain could be a turn-off

A new advertising campaign to promote Britain abroad has drawn a mixed reaction with concerns that it comes across as too boastful.

The aim is to re-brand the UK as a "great" country for music, sport and heritage.

But design experts fear that the adverts, far from attracting millions more tourists, could end up being an expensive turn off.

David Sillito reports.

  • 22 Sep 2011
  • From the section UK
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