VisitBritain: Great Chinese names for Great Britain

This case study explains how Visit Britain, the UK's national tourism agency, engaged young affluent Chinese travellers in a 360-degree social media campaign and got them to consider Britain as their next destination.

VisitBritain: Great Chinese names for Great Britain

Agency: Ogilvy Beijing

Objectives

To attract more young affluent Chinese to visit Britain and spend, we needed a new way to engage with them. First, we needed to change their perception of Britain from cold and aloof to warm and inviting (See Figure 1). It was believed to be the bigg