For centuries the British circumnavigated the world, planting the Union Jack and naming places. In a PR and social-led 360 creative campaign to drive Chinese tourism to Britain, we invited Chinese people to return the favour!
VisitBritain was being significantly outspent by major media buys and flashy celebrity endorsements from competing tourist nations, and was viewed as not quite as welcoming to Chinese tourists.
Ogilvy recommended a new creative and appealing invitation to the UK and to earn influence (rather than buy media eyeballs).
Business Outcomes: Immediate tourism benefits were felt with Chinese visits to Britain in Q1, 2015 up 20% year-on-year (UK Office for National Statistics). Significant contributions were also made to the British economy, with Chinese tourist spend leaping 30% on Q1 2014 results to £75 million [confidential data].
Impact: More than 13,000 new Chinese place names were accepted, making the UK a more relatable travel destination for Chinese people into the future.