Lost Gardens of Heligan aims at uplift in visitors from China

The Lost Gardens of Heligan 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.

Heligan is one of 101 points of interest around Britain which have been selected by national tourism agency VisitBritain to feature in a 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 10-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 more visitors from the Chinese tourism market, and encourage Chinese visitors to travel further afield around Britain.

The Lost Gardens of Heligan was selected as being potentially of great interest to Chinese people, yet currently without a Chinese name.

VisitBritain marketing director Joss Croft said: "Names are very important in China and this campaign will raise the profile of The Lost Gardens of Heligan and of course lead to more visits from such a lucrative country.

"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. But it doesn’t stop there, we’d like local communities to get behind this campaign and suggest other places and locations to rename via our hashtag #GreatNames."

In 2013, China was Britain’s thirtheenth 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 time.

Heligan’s new Chinese name is likely to be unveiled in March. In the meantime all suggestions are welcomed via the campaign hashtag #GreatNames.   


Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Sign up now
Already registered?
Sign in

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Read These Next

Sargent's solutions - how to attract the best staff for your business

Sargent's solutions - how to attract the best staff for your business

There are ways to find quality candidates for horticultural jobs if you widen your search parameters, Alan Sargent suggests.

Get set for Saltex 2017

Get set for Saltex 2017

This year's Saltex show at the NEC in Birmingham offers something for everyone, says Sally Drury.

Sargent's Solutions: What is the difference between a head gardener and gardens manager? Part 2

Sargent's Solutions: What is the difference between a head gardener and gardens manager? Part 2

In the second of a two-part article, Alan Sargent looks at the functions of today's gardens manager.


Follow us on:
  • Facebook
  • LinkedIn
  • Twitter
  • Google +
Horticulture Jobs
More Horticulture Jobs
Horticulture Week Custodian Awards 2017 - the winners!

Find out more about the outstanding parks, gardens and arboricultural projects and teams that became our Custodian Award 2017 winners.

Products & Kit Resources