Tatton Park to be Renamed in China
Tatton Park 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 less well-known places by giving them a new name.
Tatton Park 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 tourism Chinese market, and encourage Chinese visitors to travel further afield around Britain.
Tatton Park was selected as being potentially of great interest to Chinese people due to its rich history, gardens, shopping and fantastic photo opportunities, yet currently without a Chinese name.
Joss Croft, Marketing Director at VisitBritain said: “Names are very important in China and this campaign will raise the profile of Tatton Park 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 #greatnames”
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 time.
Tatton Park was named Large Visitor Attraction of the Year 2014 in Visit England’s Awards for Excellence. Its new Chinese name is likely to be unveiled in March. In the meantime all suggestions are welcomed via the campaign #greatnames .
For further information about this release contact:
Mark Di-Toro on 0207 578 1098 or Sarah Runnacles on 020 7578 1091
For further information about Tatton Park contact:
Vicky Wilby, Marketing Department Tel: 01625 374417 / Email: Vicky.firstname.lastname@example.org - http://www.tattonpark.org.uk/
VisitBritain is the national tourism agency, responsible for marketing Britain worldwide and developing Britain’s visitor economy.
A non-departmental public body, funded by the Department for Culture, Media and Sport, we work with partners in the UK and overseas to ensure that Britain is marketed in an inspirational and relevant way around the world. Our partners include government agencies such as UKTI and British Council, airlines and operators, global brands such as Samsung and the English Premier League as well as the official tourism bodies for London, England, Scotland and Wales.
Our priority is to deliver a four-year match-funded global marketing programme which showcases Britain around the world, attracting new visitors from the tourism growth markets of Asia and Latin America and reinvigorating our appeal in core markets such as the USA, France and Germany. This campaign aims to secure an additional £2 billion in visitor spend.
Tatton Park is managed and financed by Cheshire East Council on behalf of the National Trust. This impressive historic estate receives in the region of 850,000 visitors every year all of whom come to enjoy its Georgian mansion, Tudor Old Hall, award- winning gardens and 1930s rare breeds farm. The 1,000-acre deer park is home to red and fallow deer and the estate also boasts speciality shops, adventure playground, restaurant, Gardener’s Cottage tea room and a year-round events programme.
The Tatton Park Vision
The `Tatton Park Vision’ is the park’s 5 year vision for its visitor activities and aims to substantially develop its visitor experience by increasing the attractions and activities on offer. In delivering the vision the aim is to fully realise Tatton Park’s potential and present the best possible experience for its current and new visitors in order to provide new and sustainable income to help manage and conserve the historic estate into the future. By 2016/17 it is expected that over 1 million visitors a year will enjoy this experience. This will be done through a programme of investment by Cheshire East Council and the attraction of new business. For more information about the vision visit