Joseph Melton -

ABOUT

Working in collaboration with Ogilvy Asia, the GREAT Chinese Names Campaign creatively engaged Chinese consumers by inviting them to suggest fitting, amusing, and memorable Chinese names for some of Britain’s most iconic and beloved attractions. This innovative initiative connected audiences with British culture in a uniquely personal way, creating excitement and a sense of ownership among participants.

Key Achievements:
The campaign website attracted 1.3 million visits during the campaign period.
The launch video garnered an impressive 27 million views.
The campaign reached 300 million people through VisitBritain’s Chinese social media channels.
Generated significant media attention with a calculated advertising equivalent value of £2.5 million, offering over 300 million opportunities to view.

AWARDS
The campaign’s originality, impact, and success have been recognised with prestigious industry awards:
Cannes Lions
CIM Marketing Excellence Awards
The Drum Dream Awards

Impact:
The GREAT Chinese Names Campaign stands out as a benchmark for cultural marketing, creatively bridging cultural gaps and turning engagement into a deeply personal and interactive experience. By embracing local customs and humour, it not only strengthened Britain’s appeal as a travel destination but also fostered a deeper emotional connection with Chinese audiences.

AWARDS

Cannes Lions
CIM Marketing Excellence Awards
The Drum Dream Awards

MADEIT CREDITS

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