The UK’s national tourism agency, VisitBritain, along with the Home Office, is asking the people of China to give new Chinese names to hundreds of tourist attractions and places of interest scattered across Britain.
The contest will invite people in China to come up with the most fitting, amusing, and memorable Chinese names from a pre-defined list of British places, events and things. The campaign, “GREAT Names for GREAT Britain,” is an opportunity for people to make their mark in history, explore the whole of Britain in new ways and win great prizes.
Potential tourists will engage with the campaign through a specially developed microsite and on social media. Names for 101 suggested points of interest can be submitted on the campaign microsite, where those with the most “loves” win prizes and the chance to have their names recognized in Britain. The idea is that travelers will then come to Britain and post photos of themselves experiencing a point of interest, along with their suggested Chinese name on VisitBritain’s Chinese social media channels (WeChat and Weibo).
A series of online videos will be released featuring members of the public attempting to name some of the British points of interest. A VisitBritain GREAT campaign branded print and OOH campaign will also run, introducing points of interest with no Chinese name and inviting the consumer to become the namer of the place of that British attraction.
The campaign will run through to April 2015 and the original 101 points of interest to be named can be found on the campaign microsite. Follow the hashtag #greatnames on Weibo, scan the QR code on the left to follow on WeChat and check out launch video below or at the following link.
Agency Credit: Ogilvy China