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VisitBritain contest asks China to give famous British landmarks Chinese names

Ogilvy VisitBritain campaignVisitBritain has launched a competition that challenges the people of China to come up with the most amusing names for Britain’s most famous tourist attractions.

Through a Visit Britain microsite and voted on in social media, the best Chinese names for 101 sights including Kensington Palace, Portobello Market and Shoreditch will win prizes.

As well as the naming contest, a series of online videos will run featuring people trying to name the top British attractions. Print and outdoor ads will run in support.

Graham Fink, the chief creative officer of Ogilvy China, the agency behind the campaign, said: “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,” Fink added.

The campaign is to run from now until April next year.

Joss Croft, VisitBritain’s marketing director, said: “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. 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.”

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