The Art of Nation Branding: Insights from Great Britain, Slovenia, Sweden, Switzerland, and Singapore

Ever thought about how you see a country? A lot of it comes down to branding. Let’s look at how five countries used strategy, design, and identity to boost tourism, trade, and cultural relevance on the global stage.

In the race for global attention, nations are competing not just for tourists but also for investment, talent, exports, and influence while advancing their diplomatic goals through soft power. How can a country stand out in a crowded global marketplace? And once it does—how does it stay relevant? The answer lies in the art of nation branding: a strategic effort to weave a country's culture, identity, and values into a compelling narrative. Often called “Place Branding” or “Competitive Identity,” but what does that really mean? At its core, it’s about combining a nation’s character and economic goals with the principles of branding. We take a closer look at how some countries are using branding principles to shape how the world sees them and why it matters.

Unlike short-term advertising campaigns, nation branding focuses on creating a lasting impression that resonates with diverse global audiences. It requires a sustained effort to craft a narrative that embodies a nation’s essence while driving tourism, trade, and investment. By emphasizing values such as inclusivity, innovation, and cultural richness, successful nation branding enhances soft power, building goodwill, strengthening diplomatic ties, and amplifying international influence.

Countries like the UK, Slovenia, Sweden, Switzerland, and Singapore have led the way with standout campaigns—from “GREAT” and “I feel sLOVEnia” to “Visit Sweden,” “My Switzerland,” and Singapore’s “Passion Made Possible” and “Made in Singapore.”

These initiatives illustrate how authentic, deliberate branding can elevate a nation’s profile and secure its place on the global stage.

The Strategy Behind Britain, Slovenia, Sweden, Switzerland, and Singapore

The Strategy Behind Britain’s ‘GREAT’ Campaign

The "GREAT" campaign launched in 2012, just as the world turned its eyes to the London Olympics. Since then, it’s grown into a global success and a clever way to show the world what’s truly great about Great Britain. By 2021, it had evolved into a modular platform to promote Britain’s strengths across diverse sectors. With taglines like "Heritage is GREAT," "Business is GREAT," and "Creativity is GREAT," the campaign has successfully positioned Britain as a dynamic, forward-thinking nation rooted in history and tradition.

Why it Matters

Diverse Appeal: The campaign highlights Britain’s achievements in areas such as arts, science, business, and culture. Its messages resonate with a wide range of audiences, from tourists and students to investors and entrepreneurs.
Collaboration: Coordination among stakeholders like UK Trade & Investment (UKTI), VisitBritain, the British Council, and the Foreign and Commonwealth Office ensures the campaign speaks with a unified voice.
Modern & Traditional: The campaign balances Britain’s historical depth with modern-day relevance, showcasing the nation as innovative and inclusive while steeped in tradition.

Notable Campaigns

GREAT Festival of Creativity (Shanghai, 2015): A celebration of British design, innovation, and the creative industries—designed to connect with key markets across Asia.
VisitBritain Paddington Campaign (2014-2015): Tied to the release of the Paddington film, this playful campaign targeted younger audiences and families with a lighthearted tone.
Shakespeare Anniversary Campaign (2016): A global digital initiative that celebrated Britain’s literary legacy through mass participation and cultural storytelling.
Heatherwick Studio Exhibition: A travelling showcase of British design talent, spotlighting Thomas Heatherwick’s work and engaging East Asian audiences through architecture and creativity.

The Lasting Impact

By its third year, the "GREAT" campaign had generated £1.5 billion in economic value. The campaign still successfully drives tourism, trade, and foreign investment, strengthening Britain’s reputation as a global leader in innovation and culture.

The Strategy Behind Slovenia’s "I feel sLOVEnia"

Slovenia’s “I feel sLOVEnia” campaign is a strong example of how smaller nations can carve out a distinct presence on the global stage through smart, focused nation branding.

Launched in 2007, the campaign builds on the dual meaning embedded in its name: the English word "love" within "Slovenia" reflects the emotional connection visitors experience, while "feel" emphasizes personal experiences and deep immersion in the country’s offerings.

Why it Matters

Nature and Sustainability: The campaign positions Slovenia as a green, active, and healthy destination. With over 60% of its land covered by forests, Slovenia highlights its status as one of the greenest countries in the world. Sustainable tourism is a cornerstone, from eco-friendly accommodations to initiatives promoting responsible travel.
Experiential Focus: “I feel sLOVEnia” emphasizes the importance of personal experiences, encouraging travelers to explore Slovenia’s natural beauty, cultural heritage, and warm hospitality. From the serene Lake Bled to the vibrant capital of Ljubljana, the campaign invites visitors to engage with Slovenia on a sensory and emotional level.
Local and Global Alignment: The campaign ties local pride with global appeal. By blending traditional elements like its rich folklore with modern sustainability initiatives, Slovenia balances authenticity and innovation.

Campaign Extensions and Activities

Green Scheme of Slovenian Tourism (GSST): As part of the broader branding initiative, Slovenia launched the GSST certification program to encourage sustainable practices among its tourism providers. This aligns with its image as a green and responsible travel destination.
Love Slovenia Events: International events and exhibitions under the campaign’s banner have brought Slovenia’s charm to global audiences. These activities showcase local artisans, cuisine, and traditions, highlighting the unique Slovenian lifestyle.
Social Media and Digital Storytelling: Through captivating visuals and stories, Slovenia has used social media platforms to amplify its message, sharing the serenity of its landscapes and the warmth of its culture with a global audience.
Targeted Partnerships: Collaborations with national and international travel influencers and media outlets have helped position Slovenia as a must-visit destination for nature lovers, adventure seekers, and eco-conscious travelers.

The Lasting Impact

Tourism Growth: The campaign has boosted Slovenia’s visibility, helping position it as one of Europe’s rising travel destinations. Visitor numbers have grown—especially among travelers looking for sustainable, off-the-beaten-path experiences.
Brand Identity: “I feel sLOVEnia” has successfully carved a distinct identity for the country, emphasizing love, sustainability, and immersive experiences. The emotional resonance of the campaign fosters loyalty among visitors and enhances the country’s image internationally.

Soft Power: By projecting values of sustainability, harmony, and cultural richness, Slovenia has enhanced its soft power, creating goodwill and strengthening its diplomatic and cultural ties globally.

The Strategy Behind Sweden: “Sweden,” "Visit Sweden," and
“Sharing Sweden”

Sweden’s branding strategy builds on its reputation for innovation, inclusivity, and sustainability and it delivers. When it comes to sustainable thinking, Sweden walks the talk. Campaigns like “Visit Sweden,” and initiatives under the simple “Sweden” and “Sharing Sweden” banners position the nation as a global leader in progressive values, design, and quality of life.

Why it Matters

Digital Innovation: Sweden was one of the first countries to use social media as a nation branding tool. Its @Sweden Twitter account curated by everyday citizens until 2018 offered an honest, diverse view of Swedish life, highlighting values like openness and inclusivity.
Sustainability: Sustainability sits at the heart of Sweden’s national identity. It’s visible in tourism campaigns, environmental policies, and the country’s broader commitment to green innovation.
Equality & Design: From gender equality to LGBTQ+ rights, inclusivity plays a central role in Sweden’s image. That’s paired with a strong global reputation for minimalist design and practical, people-first solutions.

Notable Campaign Highlights

Visit Sweden: Promotes eco-tourism through campaigns like “The Edible Country,” where visitors can prepare meals using natural ingredients from Sweden’s landscapes.
The Original Sweden: This playful campaign compared the real Sweden to other places around the world also named “Sweden,” using storytelling and digital media to highlight the country's cultural identity and authenticity.
Sweden (Not Switzerland): A humorous campaign addressing the frequent confusion between Sweden and Switzerland, combining education with playful storytelling.
Swedish Number Campaign: An award-winning initiative where anyone could call a random Swede to discuss the country, reinforcing openness and connection.
Sweden on Airbnb: A creative partnership that listed Sweden’s natural landscapes as “rentals” to emphasize its "freedom to roam" law and stunning wilderness.

The Lasting Impact

Sweden’s innovative campaigns have bolstered its global appeal, positioning it as a destination for eco-conscious travelers and a hub for green investment. Initiatives like @Sweden and "The Edible Country" have also strengthened its soft power by showcasing its values and authenticity.

The Strategy Behind Switzerland: "My Switzerland"

Switzerland’s "My Switzerland" campaign captures the country’s timeless appeal blending natural beauty with its reputation for quality and precision. What is it about Switzerland that just feels timeless and quietly luxurious? Well, the campaign positions Switzerland as a premium destination, offering memorable experiences for both leisure and business travelers.

Why it Matters

Luxury Appeal: Switzerland leans into its reputation for quiet luxury where five-star alpine resorts, iconic spas, and Michelin-starred restaurants feel less about status, and more about care, craft, and calm.
Year-Round Relevance: While the snow-covered Alps remain iconic, Switzerland’s charm is year-round. Summer hikes, lakeside retreats, and quiet getaways offer a slower, more grounded way to experience the country.
Tailored Experiences: From wellness in the mountains to cultural deep-dives in historic towns, the campaign doesn’t shout, it invites. The message is clear: this is your Switzerland, shaped by how you want to feel.

Roger Federer’s Role
As a global sports icon and proud Swiss native, Roger Federer brings both familiarity and warmth to the “My Switzerland” campaign. His role goes beyond celebrity endorsement combining humour, lightness, and cinematic landscapes to make Switzerland feel both aspirational and approachable to a global audience.

"No Drama" (2021): Federer attempts to recruit Robert De Niro for a Swiss tourism film, but De Niro declines, claiming Switzerland is “too perfect.” The ad humorously underscores Switzerland’s serene, drama-free appeal.
"No one upstages the Grand Tour of Switzerland" (2022): Anne Hathaway and Federer struggle to compete with Switzerland’s stunning landscapes, which overshadow their every scene.
"The Ride of a Lifetime" (2023): Federer and Trevor Noah accidentally board the wrong train, leading to an unexpected two-hour journey through Switzerland’s picturesque countryside. This mishap showcases the beauty of spontaneous adventures in Switzerland.
"Falling for autumn" (2024): In this humorous campaign, Roger Federer and Mads Mikkelsen prepare to shoot a commercial celebrating Switzerland’s stunning autumn landscapes, with Mikkelsen’s intense method-acting adding a playful twist to the vibrant fall scenery.

The Lasting Impact

Tourism Growth: Federer's involvement has significantly boosted the campaign’s reach, attracting diverse audiences worldwide and boosting interest in Swiss tourism.
Soft Power: The ads elevate Switzerland’s image as a land of excellence, charm, and natural beauty, while fostering goodwill and international admiration without needing to say too much.

Sustainability: By highlighting eco-conscious travel, the campaign taps into global priorities and reinforces Switzerland’s role as a frontrunner in sustainable tourism.

Behind the Strategy of Singapore: "Passion Made Possible" and "Made in Singapore"

Singapore’s “Passion Made Possible” and “Made in Singapore” campaigns do more than promote tourism, they reframe the city-state as a place where ambition meets action. Both platforms are built on the idea that innovation, creativity, and identity aren’t separate from culture, they are culture. These campaigns shift the focus from what Singapore has, to what it makes possible. A message aimed not just at visitors, but collaborators, investors, and the next generation of talent.

Why it Matters

Passion Made Possible: Launched in 2017 by the Singapore Tourism Board (STB) and the Economic Development Board (EDB), “Passion Made Possible” replaced the longstanding "YourSingapore" campaign. It redefined Singapore’s global image by focusing on its people and their passions, showcasing how the nation enables individuals to achieve their aspirations.
Human-Centric Storytelling: The campaign highlights the stories of Singaporeans who have pursued their dreams in diverse fields like technology, food, arts, and sports, reflecting the nation's innovative and can-do spirit.
Targeted Pillars: The campaign is structured around key themes—culinary excellence, adventure, innovation, and culture encouraging visitors to experience Singapore in a more meaningful way.
Global Engagement: Through interactive content, digital storytelling, and partnerships with international voices, Singapore positions itself as a dynamic, forward-thinking destination that invites curiosity and connection.

Why it Matters

Made in Singapore: Complementing “Passion Made Possible,” the “Made in Singapore” initiative focuses on the country’s reputation for high-quality products, technological advancements, and sustainable solutions. It aligns with Singapore’s positioning as a global innovation hub and a leader in sectors like fintech, biotechnology, and green technology.

Innovation and Excellence: The campaign emphasizes Singapore’s ability to produce cutting-edge solutions, from precision manufacturing to world-class infrastructure.
Export-Oriented Strategy: By branding its products and services with “Made in Singapore,” the country reinforces its reputation for reliability and quality in international markets.

Campaign Extensions and Activities

Food as a Cultural Bridge: Singapore’s culinary scene is prominently featured, showcasing hawker culture (recognized by UNESCO) alongside fine dining experiences, blending tradition with modernity.
Sustainability and Innovation: The campaigns highlight Singapore’s efforts in urban greening, renewable energy, and sustainable architecture, positioning it as a leader in eco-friendly solutions.
Marquee Events: Global events like the Formula 1 Singapore Grand Prix, Singapore International Film Festival, and Art Week are leveraged to attract international visitors and position the city-state as a cultural and business hub.

The Lasting Impact

Singapore’s campaign did more than drive tourism. It reshaped how the world sees the city—positioning it as a destination for curious, experience-driven travellers.
By tying place and product through “Made in Singapore,” it also created new relevance for exports and global partnerships.
At its core, the campaign strengthened Singapore’s soft power—quietly reinforcing its reputation for innovation, cultural confidence, and sustainability.

What These Countries Teach Us About Nation Branding

Great Britain, Slovenia, Sweden, Switzerland, and Singapore have each taken a thoughtful approach to nation branding—rooted in strategy, creativity, and consistency. Their campaigns remind us that branding a country is about more than we often assume. It’s about telling a story that feels true, one that connects with people and reflects the country’s real values, reinforcing what it means to live in and experience that place.

For anyone shaping a national identity—whether in government, culture, or communications, these examples offer something useful: a clear, creative path to showing the world who you are and why it matters. They serve as a roadmap for building compelling national identities that inspire on a global scale.

The Art of Nation Branding: Insights from Great Britain, Slovenia, Sweden, Switzerland, and Singapore

Ever thought about how you see a country? A lot of it comes down to branding. Let’s look at how five countries used strategy, design, and identity to boost tourism, trade, and cultural relevance on the global stage.

Why it Matters

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Notable Campaigns

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The Lasting Impact

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Local and Global Alignment: The campaign ties local pride with global appeal. By blending traditional elements like its rich folklore with modern sustainability initiatives, Slovenia balances authenticity and innovation.

Campaign Extensions and Activities

Green Scheme of Slovenian Tourism (GSST): As part of the broader branding initiative, Slovenia launched the GSST certification program to encourage sustainable practices among its tourism providers. This aligns with its image as a green and responsible travel destination.

Love Slovenia Events: International events and exhibitions under the campaign’s banner have brought Slovenia’s charm to global audiences. These activities showcase local artisans, cuisine, and traditions, highlighting the unique Slovenian lifestyle.

Social Media and Digital Storytelling: Through captivating visuals and stories, Slovenia has used social media platforms to amplify its message, sharing the serenity of its landscapes and the warmth of its culture with a global audience.

Targeted Partnerships: Collaborations with national and international travel influencers and media outlets have helped position Slovenia as a must-visit destination for nature lovers, adventure seekers, and eco-conscious travelers.

The Lasting Impact

Tourism Growth: The campaign has boosted Slovenia’s visibility, helping position it as one of Europe’s rising travel destinations. Visitor numbers have grown—especially among travelers looking for sustainable, off-the-beaten-path experiences.

Brand Identity: “I feel sLOVEnia” has successfully carved a distinct identity for the country, emphasizing love, sustainability, and immersive experiences. The emotional resonance of the campaign fosters loyalty among visitors and enhances the country’s image internationally.

Soft Power: By projecting values of sustainability, harmony, and cultural richness, Slovenia has enhanced its soft power, creating goodwill and strengthening its diplomatic and cultural ties globally.

Digital Innovation: Sweden was one of the first countries to use social media as a nation branding tool. Its @Sweden Twitter account curated by everyday citizens until 2018 offered an honest, diverse view of Swedish life, highlighting values like openness and inclusivity.

Sustainability: Sustainability sits at the heart of Sweden’s national identity. It’s visible in tourism campaigns, environmental policies, and the country’s broader commitment to green innovation.

Equality & Design: From gender equality to LGBTQ+ rights, inclusivity plays a central role in Sweden’s image. That’s paired with a strong global reputation for minimalist design and practical, people-first solutions.

Notable Campaign Highlights

Visit Sweden: Promotes eco-tourism through campaigns like “The Edible Country,” where visitors can prepare meals using natural ingredients from Sweden’s landscapes.

The Original Sweden: This playful campaign compared the real Sweden to other places around the world also named “Sweden,” using storytelling and digital media to highlight the country's cultural identity and authenticity.

Sweden (Not Switzerland): A humorous campaign addressing the frequent confusion between Sweden and Switzerland, combining education with playful storytelling.

Swedish Number Campaign: An award-winning initiative where anyone could call a random Swede to discuss the country, reinforcing openness and connection.

Sweden on Airbnb: A creative partnership that listed Sweden’s natural landscapes as “rentals” to emphasize its "freedom to roam" law and stunning wilderness.

Luxury Appeal: Switzerland leans into its reputation for quiet luxury where five-star alpine resorts, iconic spas, and Michelin-starred restaurants feel less about status, and more about care, craft, and calm.

Year-Round Relevance: While the snow-covered Alps remain iconic, Switzerland’s charm is year-round. Summer hikes, lakeside retreats, and quiet getaways offer a slower, more grounded way to experience the country.

Tailored Experiences: From wellness in the mountains to cultural deep-dives in historic towns, the campaign doesn’t shout, it invites. The message is clear: this is your Switzerland, shaped by how you want to feel.

"No Drama" (2021): Federer attempts to recruit Robert De Niro for a Swiss tourism film, but De Niro declines, claiming Switzerland is “too perfect.” The ad humorously underscores Switzerland’s serene, drama-free appeal.

"No one upstages the Grand Tour of Switzerland" (2022): Anne Hathaway and Federer struggle to compete with Switzerland’s stunning landscapes, which overshadow their every scene.

"The Ride of a Lifetime" (2023): Federer and Trevor Noah accidentally board the wrong train, leading to an unexpected two-hour journey through Switzerland’s picturesque countryside. This mishap showcases the beauty of spontaneous adventures in Switzerland.

"Falling for autumn" (2024): In this humorous campaign, Roger Federer and Mads Mikkelsen prepare to shoot a commercial celebrating Switzerland’s stunning autumn landscapes, with Mikkelsen’s intense method-acting adding a playful twist to the vibrant fall scenery.

The Lasting Impact

Tourism Growth: Federer's involvement has significantly boosted the campaign’s reach, attracting diverse audiences worldwide and boosting interest in Swiss tourism.

Soft Power: The ads elevate Switzerland’s image as a land of excellence, charm, and natural beauty, while fostering goodwill and international admiration without needing to say too much.

Human-Centric Storytelling: The campaign highlights the stories of Singaporeans who have pursued their dreams in diverse fields like technology, food, arts, and sports, reflecting the nation's innovative and can-do spirit.

Targeted Pillars: The campaign is structured around key themes—culinary excellence, adventure, innovation, and culture encouraging visitors to experience Singapore in a more meaningful way.

Global Engagement: Through interactive content, digital storytelling, and partnerships with international voices, Singapore positions itself as a dynamic, forward-thinking destination that invites curiosity and connection.

Why it Matters

Innovation and Excellence: The campaign emphasizes Singapore’s ability to produce cutting-edge solutions, from precision manufacturing to world-class infrastructure.

Export-Oriented Strategy: By branding its products and services with “Made in Singapore,” the country reinforces its reputation for reliability and quality in international markets.

Campaign Extensions and Activities

Food as a Cultural Bridge: Singapore’s culinary scene is prominently featured, showcasing hawker culture (recognized by UNESCO) alongside fine dining experiences, blending tradition with modernity.

Sustainability and Innovation: The campaigns highlight Singapore’s efforts in urban greening, renewable energy, and sustainable architecture, positioning it as a leader in eco-friendly solutions.

Marquee Events: Global events like the Formula 1 Singapore Grand Prix, Singapore International Film Festival, and Art Week are leveraged to attract international visitors and position the city-state as a cultural and business hub.

The Lasting Impact

Singapore’s campaign did more than drive tourism. It reshaped how the world sees the city—positioning it as a destination for curious, experience-driven travellers.

By tying place and product through “Made in Singapore,” it also created new relevance for exports and global partnerships.

At its core, the campaign strengthened Singapore’s soft power—quietly reinforcing its reputation for innovation, cultural confidence, and sustainability.