Chinese invited to name UK tourist favourites
The Chinese are being invited to name 101 British tourist landmarks in a £1.6 million VisitBritain campaign.
The tourist board is asking Chinese consumers to come up with the most ‘fitting, amusing and memorable’ Chinese names for some of Britain’s most loved attractions and some lesser-known favourites across the whole of the country.
"In China it is popular to give names to favourite celebrities, places and foods that give a literal description of what Chinese people think about these things," explained VisitBritain.
"For example, British actor and Sherlock Holmes star, Benedict Cumberbatch, has been affectionately named ‘Curly Fu’."
Under the strapline, ‘GREAT names for GREAT Britain’ campaign, Chinese consumers will be asked to think of names for landmarks revealed over the next 10 weeks on VisitBritain’s Chinese social media platforms, Weibo/WeChat.
The first batch covers points of interest with a royal connection, including Kensington Palace and The Mall.
In a bid to spread the economic benefits of tourism across Britain, regional sites including the likes of Brighton Pier, Hadrian’s Wall, and Rhossili Bay will also feature in the campaign.
Others on the list include well known British favourites like the Scottish kilt, the Loch Ness Monster, Beachy Head, Stilton Cheese, and Haggis.
VisitBritain will partner with UK Visas and Immigration and Home Office on the campaign.
Through print, advertising and online activity, UKVI will provide helpful information on the ease of applying for a visa, and the range of services available for Chinese customers, including super priority visa, where customers can receive their visa within 24 hours.
"Our ambition is to get the whole of China talking about Britain. This campaign will not only increase awareness of the experiences that Britain has to offer but help encourage these valued Chinese guests to explore our nations and regions," said Sally Balcombe, chief executive at VisitBritain.
All the new Chinese names are likely to be unveiled in March 2015.
Suggestions are welcomed by tweeting @VisitBritain hashtag #greatnames.
Visit the campaign site here: www.visitbritain.com/greatnames
Bev
Editor in chief Bev Fearis has been a travel journalist for 25 years. She started her career at Travel Weekly, where she became deputy news editor, before joining Business Traveller as deputy editor and launching the magazine’s website. She has also written travel features, news and expert comment for the Guardian, Observer, Times, Telegraph, Boundless and other consumer titles and was named one of the top 50 UK travel journalists by the Press Gazette.
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