VisitBritain is launching its largest ever tourism campaign in China with a promotion that will see the naming of 101 British points of interest in Chinese.
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.
According to VisitBritain an example of this is British actor and Sherlock Holmes star, Benedict Cumberbatch, who has been affectionately named ‘Curly Fu’.
Sally Balcombe, chief executive at VisitBritain said it was an ambition “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,” she continued.
“We know that the desire to visit Britain amongst the Chinese is stronger than ever before. ‘GREAT names for GREAT Britain’ will put us ahead of the competition with one of the most creative tourism campaigns ever seen. Importantly, the campaign is social by design, so tweet us your own suggestions now at #greatnames.”
Chinese consumers will be asked to come up with the most fitting, amusing and memorable Chinese names for some of Britain’s most popular attractions and a range of lesser-known places across the country.
VisitBritain’s Chinese social media platforms (Weibo/WeChat) will reveal the landmarks in batches, the first of which will have royal connections.
UK Visas & Immigration and the Home Office are taking part in 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 the UK’s unique super priority visa, where customers can receive their visa within 24 hours.
All the new Chinese names are likely to be unveiled in March 2015. In the meantime all suggestions are welcomed by tweeting @VisitBritain hashtag #greatnames.