The UK has launched what’s being described as British tourism’s most ambitious global marketing campaign yet, hunting down Chinese names for iconic British landmarks.
In what is an unashamed bid to attract millions more Chinese tourists to Britain’s shores, the tourism industry is giving the country a $2.5 million Chinese makeover.
There are many picture postcard destinations in the UK, like the Giant’s Causeway, which simply don’t translate into Chinese.
But with millions of potential Chinese tourists in the market for a UK holiday, tourism bosses are keen to get China talking.
“It’s about creating a buzz,” Visitbritain’s Marketing director Jos Croft said. “The Chinese have a real passion for naming things - places, food items. What we’re trying to do is get the whole of China talking about Britain.”
In all there are 101 tourist attractions that need naming, including The Royal Pavilion in Brighton on England’s South Coast,The Trooping of the Colour for the Queen’s official birthday along with The Highland Games and that other Scottish treasure – Haggis.
As you will have no doubt guessed all the easy names have already been nabbled, like Da Ben Zhong for Big Ben, and that other iconic London Skyline image, Lun Dun Yan for the London Eye.
Others given a Chinese flavour include Mr Bean Han Dou - Silly beans. And Imitation Game star Benedict Cumberbatch – Curley Fu.
But there remain a number of people and places yet to be named to make Chinese tourists feel really at home in the country.
“For China it’s a different set of challenges that we have so we wanted a campaign that was specifically made in China for the Chinese market,” Croft said.
The top prize for best new names, a five star holiday in the UK, is good news for the lucky winners in any language.