In 1997, the British Council decided to reposition itself in Brazil: it wished to be regarded as the official international organization of the United Kingdom for culture and education. The strategy was to update the image of the United Kingdom for Brazilian students, exploring the cultural and scientific effervescence that was revolutionizing the UK at the turn of the millennium, without letting go of tradition. Several relationship and/or promotional actions were developed and some projects, such as the Education Fair, have evolved with the positive results achieved.