New campaign launched in US to promote UK’s thriving tech sector

Unicorn Kingdom campaign showing on a billboard in San Franscisco


The UK government's flagship marketing initiative, GREAT, launches the 'Unicorn Kingdom' campaign in Silicon Valley to spotlight the UK's thriving tech industry. With over 162 tech unicorns (start-ups valued at over $1 billion), the UK rivals tech giants like the US and China. The campaign features billboards, digital ads, and partnerships to attract investment and talent, backed by leading UK tech firms like Darktrace and Revolut.

A campaign designed to promote the UK’s thriving tech sector to American entrepreneurs and investors has been launched in Silicon Valley.

In 2022, the UK became only the third country in the world to have its tech sector valued at one trillion dollars, making it a tech superpower alongside the US and China.

To date, 162 ‘tech Unicorns’ – private start-ups which are valued at more than $1bn – have been started in the UK, more than the total number in Germany, France and Sweden combined.

Yet government research suggests that many of Silicon Valley’s top tech entrepreneurs and investors are still not aware of the UK’s world-leading strengths in areas such as artificial intelligence (AI), fintech and medical technology.

GREAT, the government flagship marketing programme, has taken steps to address this by launching its ‘Unicorn Kingdom’ campaign, which promotes the UK as a place with all the right ingredients to breed new tech unicorns and aims to drive international investment, grow the economy and create jobs across the UK.

The campaign launched with billboards in San Francisco promoting the UK sector’s scale ($1trillion), agile regulation and world-class talent. The campaign also includes targeted LinkedIn and digital display ads and a content partnership with TechCrunch, with promotional videos narrated by Stephen Fry.

The campaign is being supported by multiple UK tech unicorns including Checkout.com, Darktrace, Deepmind, Revolut, and Matillion – and is the latest in a number of recent actions from the government which demonstrates its strong support for UK tech.

The next stage of the campaign will see leaders from the US tech sector invited to the UK for London Tech week, to see the benefits of working in the UK first-hand.

Speaking about the campaign, Technology Secretary Michelle Donelan said, “The UK has one of the top tech sectors in the world with a valuation of more than a trillion dollars.”

“It’s diverse, resilient, and continues to grow at a rapid pace with the most venture capital investment in Europe.”

“The goal of this campaign is to attract as much collaboration and investment as we can from Silicon Valley.”

“The formation of the Department for Science, Innovation and Technology, shows Investors and entrepreneurs that the UK is more dedicated than ever to forming a tech sector that is pro-innovation, pro-talent and pro-growth.”

“Our commitment for R&D spending to be £20 billion a year by 2024 drives forward the government’s ambitions for the UK to be a science and tech superpower.”


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