The British High Commission has begun a promotion called "The Great Campaign" intended to attract Canadian interest in the United Kingdom. The campaign encourages consumers to "experience what Britain has to offer." It highlights British technology, innovation, entrepreneurship, creativity, heritage, shopping, music and other elements. It is intended to promote the country as "one of the very best places in the world to visit, live, work, study, invest and do business." The initiative, executed in association with Citizen Optimum PR of Vancouver, began with street promotions last week in Toronto and Vancouver. The Vancouver execution consisted of a group of dancers dressed as the Spice Girls, The Beatles, Austin Powers, David Beckham, Elton John and Harry Potter, alongside others wearing Union Jack t-shirts, at the Vancouver Airport. In Toronto, the execution took the form of free public performances by British street performance troupe The Chipolatas at the Harbourfront Centre. "2012 is an exciting year for the UK," said British High Commissioner Andrew Pocock. "We will, with Canada, be celebrating The Queen's Diamond Jubilee and welcoming the world to London as we host the Olympic and Paralympic Games this summer. Canada and Great Britain already have a strong partnership, based on people-to-people links, scientific innovation and collaboration, and mutually profitable trade and investment. It’s never been a better time for Canadians to take a fresh look at the UK, and to rediscover all the great things about Britain."