Kensington Palace, the Loch Ness Monster, Shoreditch and Land’s End are just some of the British attractions VisitBritain and the Home Office are asking the people of China to give Chinese names to.
Part of a campaign created by Ogilby & Mather Beijing, the contest invites people in China to come up with fitting, amusing and memorable Chinese names from a pre-defined list of British places, events and things, offering potential tourists the chance to make their mark in history.
‘Great Names for Great Britain’ features a specially developed microsite where names for the 101 suggested points of interest can be submitted. Those with the most ‘loves’ will win prizes and have the chance to have their names recognised in Britain.
Social media activity also hopes that travellers will come to Britain and post photos of themselves at the points of interest, along with their suggested Chinese name on VisitBritain’s Chinese social media channels, WeChat and Weibo.
“Chinese consumers are at the very heart of this campaign, so it was important to give them the opportunity to create history and build an affinity with Britain they’ve never had before,” explained Joss Croft, marketing director of VisitBritain.
“We made sure the campaign was fully integrated around a strong social idea that will connect the Chinese with Britain and get the whole country talking.”
Graham Fink, chief creative officer, Greater China, added: “The names of places, people, and events get people talking in China more so than in many other cultures. And at the same time we noticed that many British points of interest are let down by lack of a decent Chinese name. So, we thought, why not invite Chinese people to give them a Chinese name?
“Potential tourists, in thinking up names for these attractions, will develop a deep understanding of Britain as a destination and develop a strong affinity to its points of interest. This is the power of a truly social idea.”
A series of online videos will be released as part of the campaign and will feature members of the public attempting to name some of the British points of interest.
An out-of-home campaign introduces points of interest with no Chinese name to the public, inviting the viewer to name the attraction.