VisitBritain: Great Chinese Names For Great Britain

This case study explains how VisitBritain, the British government's tourism body, increased visits from China by inviting people to give British landmarks Chinese nicknames in a campaign that ran across TV, outdoor and social media.

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...

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