Department for International Trade of the UK Government: GREAT Festival of Innovation

The Department for International Trade of the UK Government, a branch of UK government, positioned the UK as a country open for business with China through evidence-based advocates and its Festival of Innovation.

Challenge

Research conducted in 2016 indicated that the majority of Hong Kong SAR and mainland China respondents did not view the UK as an 'innovative' country. Meanwhile, the UK faced international skepticism over its global economic position and trade relations in the lead-up to the EU exit. Changing these perceptions was critical.

The GREAT Festival of Innovation was an event organised by the UK Government's Department for International Trade (DIT). Held in Hong Kong from 21 to 24 March 2018 at the Asia Society Hong Kong Center, the Festival was to be the biggest UK-overseos joint trade event that UK...

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