Visit Britain: Great Chinese names for Great Britain

This case study describes how Visit Britain, the British tourism body, targeted Chinese tourists.

Visit Britain: Great Chinese names for Great Britain

Campaign details

Agency: OgilvyOne Beijing- Ogilvy & Mather Beijing- Ogilvy PR BeijingClient: Visit BritainCategory: Travel and Hospitality / Transportation

Executive summary

Chinese tourists spend more than any other country's, thanks to its growing affluence. However, the UK was missing out on this lucrative market amid perceptions that it was not as friendly as other parts of Europe. Visit Britain addressed this with a campaign that invited Chinese people to come up with names for 100 British attractions that had never officially been translated into Chinese. Millions of...

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