Visitbritain: Great Chinese Names for Great Britain [image]

Credits & Description:

Agency: Ogilvy Beijing
Client: Visit Britain
Agency Producer: Charlie Macpherson
Art Director: Morris Ku
Art Director: Fei Wang
Art Director: Dora Yin
Art Director: Lera Zhan
Chief Creative Officer: Graham Fink
Executive Creative Director: Juggi Ramakrishnan
Executive Creative Director: Doug Schiff
Worldwide Chief Creative Officer: Tham Khai Meng
Web Designer: Xiaodong Chen
Web Designer: Zheng Jun
Writer: Bob Wang
Writer: Bozhan Zhang
Production Company: Black and Cameron
Production Company: The Sweetshop
Media Agency: Mediacom China
Public Relations: Tina Huang
Public Relations: Ayur Wu
Account Manager: Bob Wang
Account Manager: Jeremy Webb
Media Manager: Yanan Xin
Media Manager: Ben Xu
Planner: Jeremy Webb
Planner: Simon Webb
Project Manager: Victoria Cook
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 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.