Don’t be fooled by the UK’s best Eurovision showing since 2011, “Brand Britain” has its work cut out in Europe, argues Chris Lee.
I recently blogged on City A.M. that Eurovision was not a great barometer by which to judge Brexit-related sentiment towards the UK. The reason being that the UK never does that well in Eurovision. Despite having far and away the best music industry in Europe, the UK never really puts in a strong song and Eurovision is, essentially, a natural popularity contest.
If you don’t believe me, check out this BBC podcast with the Swedish Ambassador to London.
I am going to revise my position slightly a week after my City A.M. piece as I do believe there were some telling signs, particularly from the public vote.
To recap: Lucie Jones put in a strong performance for the UK, landing 99 points from the judges and placing her in the top ten before the results of the public vote. From there on in, it went south. Jones’ entry polled just 12 more points from the public, ending the night in 15th place.
Just four countries gave the UK points. Let’s see where these public votes came from:
- Australia, with its large ex-pat community, is totally disconnected from European politics
- Traditional UK-voting Ireland and Malta also delivered
- Only Spain of the other EU countries gave the UK entry a point, despite an expert panel gauging it a strong entry.
No, Eurovision isn’t the European Union, but just ask the Russians about the political messages unleashed during Eurovision.
Brand Britain has much work to do to get back to the “Cool Britannia” days of the late 90s.
If your brand needs help, be sure to drop us a line and we’d be delighted to talk.