To improve Britain’s reputation as a welcoming destination for Chinese tourists, Visit Britain invited them to create their own names for famous landmarks. The objective was to increase the number of Chinese holiday visitors to Britain and the additional contribution they make to the UK economy.
VisitBritain did this by creating a campaign that challenged Chinese perceptions of Britain and spoke their language. The campaign tapped into the Chinese cultural habit of nicknaming people, places and things, and invited them to invent fitting, amusing and memorable Chinese names for 101 tourist attractions across Britain.
The campaign was a viral success and was seen over 300 million times on Chinese social media. In January to March 2015 visits from China were up 20% over the same period in 2014, and in April to June 2015 there was an increase of 35% compared to the previous year.
CIM’s Marketing Excellence Awards were developed to recognise and reward brilliance within the field of marketing. Now in their seventh year, the Awards raise awareness of the creativity and originality delivered by marketers and their marketing teams. The Awards are open to any organisation within the UK regardless of size, sector or industry.
“I’m thrilled to announce the winners of our Marketing Excellence Awards,” comments Chris Daly, chief executive of CIM. “We saw some high quality entries at our Awards evening this year, and VisitBritain's success is a great example of our profession’s hard work over the past 12 months. This year’s winners are varied and innovative, and showcase a range of exceptional campaigns – and VisitBritain should feel proud to be standing amongst such talented teams. The purpose of these Awards is to remind us why we do what we do, and to demonstrate the impact that well-created and well-delivered marketing can have across businesses. Congratulations to all involved.”