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...

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