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Category
Consumer - Integrated Branding / Online
Annual ID
CP16067M
About the Work
Visit Britain, the national tourism agency, hoped to attract more Chinese visitors to the UK. The Chinese, however, preferred visiting the US and Europe, both of which outspend Britain and offer more attractions per entry visa. Our insight was that Chinese names were important to this target group and helped shape perception. British landmarks either didn’t have Chinese names at all or had meaningless phonetic translations for names. So our idea was to invite the Chinese to coin their own names for British landmarks. In effect, we gave present-day Chinese tourists an opportunity to make history.
2016 Awards
Total Points: 5
Merit
Credits
Agency
Ogilvy / Beijing
PR / Marketing Agency
MediaCom / Shanghai
Production Company
Black & Cameron / Shanghai
Sweetshop / Bangkok
Art Director
Fei Wang
Lera Zhang
Dora Yin
Morris Ku
Chief Creative Officer
Graham Fink
Director
Tao Wright
Ian Anderson
Executive Creative Director
Juggi Ramakrishnan
Doug Schiff
Product Manager
Simon Webb
Jeremy Webb
Social Media Manager
Tina Huang
Ayur Wu
Yanan Xin
Ben Xu
Kevin Wang
Tammie Tan
Yuchen Chen
Victoria Cook
Agency Producer
Charlie Macpherson
Digital Artist / Multimedia
Jun Zheng
Xiaodong Chen
May Xue
Lu Zhang
Alex Du
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