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.