VisitBritain: Great Chinese names for Great Britain

This case study explains how Visit Britain, the UK's national tourism agency, engaged young affluent Chinese travellers in a 360-degree social media campaign and got them to consider Britain as their next destination.

VisitBritain: Great Chinese names for Great Britain

Agency: Ogilvy Beijing

Objectives

To attract more young affluent Chinese to visit Britain and spend, we needed a new way to engage with them. First, we needed to change their perception of Britain from

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