The government has a long-running campaign to showcase the best of Britain to overseas audiences. Post-Brexit it was decided that the campaign needed a refresh to tell the story of what this new, independent Britain looked like and what makes it tick.

The new campaign deliberately focuses on unexpected sides to Britain rather than the old expected clichés like fish and chips and black cabs. Instead it shows a Britain of technology, innovation, inclusion, experience and inspiration through arresting images and unique stories.