Advertiser: VisitBritainAgency: Ogilvy & Mather BeijingCountry: China
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 cold and aloof to warm and inviting. It was the biggest obstacle in converting Britain from being an aspirational country to an attractive tourist destination. Then, it was important that potential travellers know that there was more that Britain had to offer than just England and London. To achieve this, we needed the campaign to succeed in...