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Land’s End to be given new Chinese name!

Land’s End to be given new Chinese name!
Posted on Dec 08, 2014

Land’s End has been chosen to star in a new marketing campaign which is designed to encourage Chinese people to learn more about some of Britain’s lesser-known places by giving them a new name.

The iconic Cornish landmark is one of 101 points of interest around Britain which have been selected by national tourism agency VisitBritain to feature in a ground-breaking campaign which invites Chinese people to come up with the most fitting, amusing, meaningful, and memorable Chinese names for British places, events, and things.

Over a ten-week period VisitBritain will use a variety of online and offline advertising, social and digital  media and media relations to invite people in China to give ‘GREAT Chinese Names for GREAT Britain’.

The campaign hopes to help attract even more visitors from the rapidly-growing Chinese tourism market, and encourage Chinese visitors to travel further afield around Britain.

Land’s End was selected as being potentially of great interest to Chinese people, yet currently without a Chinese name.

Alice Reynolds, Marketing Manager, Land’s End said:

“This is a great campaign which will further raise the profile of Land’s End and hopefully lead to more visitors to the westernmost point of Cornwall. We hope people will get involved and we look forward to hearing some of the suggested names which will be unveiled in March next year.”

Joss Croft, marketing director at VisitBritain said:

“This is a fun way of getting Chinese people to think about and describe some places in Britain, especially as some of the British names of these places or things are meaningless or difficult to literally translate or even pronounce for the Chinese.”

In 2013 China was Britain’s 13th most important inbound tourism market in terms of revenue. The number of Chinese nationals travelling overseas is expected to top 100 million this year for the first tie.

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