9th April 2021 12:07 pm
Electric boats of all shapes and sizes are beginning to make a splash in the maritime sector. Andrew Wade reports.
It’s estimated that maritime greenhouse gas emissions account for around 2.5 per cent of the global total, marginally ahead of the two per cent that aviation contributes. If shipping were a country, it would be the sixth largest emitter of CO2 after China, the USA, India, Russia and Japan. International shipping – much like long-haul flight – will not be electrified any time soon, as the energy density of batteries simply cannot facilitate it. And for an industry that’s recently committed to halve its emissions by 2050, that’s a fairly significant problem.
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As the UK prepares for economic recovery from COVID and makes the best of Brexit, it is striking that there has been no talk of investing in the national brand. A post-Brexit “global Britain” will need more than rhetoric – and something more sophisticated than the nine-year-old GREAT Britain promotional campaign – to sell its products and services, develop new strategic alliances, retain its soft power, and make the nation an attractive destination.
UK governments have tended not to engage in serious branding activities. They have preferred to focus on slogans and logo-heavy campaigns that draw heavily on marketing tools such as advertising (the regular VisitBritain tourism campaigns), PR (Tony Blair’s so-called “Cool Britannia” party in the 1990s), and exhibitions (Food is GREAT at China’s 2020 International Import Expo).