Posted On 2015/02/16 By In Consumer, News, China Outbound, Internet, Destinations, Social Media, Language With 713 Views

People of China rename Scotland’s most loved landmarks in Mandarin

The Chinese public have renamed some of the most loved landmarks in Scotland in Mandarin. After ten weeks of voting in China for VisitBritain’s ‘GREAT Names for GREAT Britain’ campaign, the tourism agency have released the new names for 23 points of interest across the country.

The £1.6million campaign in China builds on the existing trend of giving relatable Mandarin names to favourite celebrities, places and foods. It reached nearly 300 million potential Chinese tourists via the national tourism agency’s influential Weibo and WeChat social media platforms across China.

Over two million people visited the campaign pages, while almost 30 million Chinese people watched the launch video, which you can see below.

Around 13,000 new names for the locations were suggested throughout the ten weeks.

At 24,505, Glen Coe received the third highest number of votes overall for the whole campaign, whilst The Highland Games was the most popular Scottish point of interest to name, with a total of 235 suggestions.

All 101 points of interest have now been given their three most popular Chinese names. VisitBritain now aim to work with all of these attractions to decide which name to go for and how they might use these results.

The popular names in the competition all share similar pronunciation. Most of them have a simple few Chinese characters but are rich in meaning; either there is a profound history or connection to relate to, or the name is interesting and really catchy to use.

Joss Croft, marketing director at VisitBritain said: “We want Britain to be the most attractive and welcoming destination for Chinese travellers in Europe. The naming campaign has given these Scottish locations and landmarks huge exposure across China and created an affinity with potential tourists.

“We hope the points of interest involved will embrace their new Mandarin name to help them compete for more high-spending tourists from the world’s biggest outbound tourism market.”

See some of the highlights out of the naming options and their translation below:

  • Kilt = Ke Te Duan Qun – Translation: Ke-te short skirt (Homophone for “kilt”)
  • Highland Games = Qun Ying Hui – Translation: Strong-man Skirt Party
  • The Willow Tea Rooms = Wei Le Cha Wu – Translation: Always happy tea room
  • Arbroath Smokies = Hei Xue Jin Zong – Translation: Golden brown haddock
  • Malt Whisky Trail = Xiang Jiu Xiang – Translation: Fragrant liqueur lane
  • Loch Fyne = Hao Qing Hai Wan – Translation: Love oysters loch
  • Haggis = Mie Mie Bu Ding – Translation: Baa-baa pudding
  • Fingal’s Cave = Qin Jian Dong – Translation: Keyboard Cave
  • Glen Coe = Qi Yan Gu – Translation: Splendid and beautiful valley
  • The Style Mile = Feng Shang Chang Jie – Translation: Fashion long street
  • The National Wallace Monument = Yong Zhe Xin Bei – Translation: Monument to brave heart
  • Culzean Castle = Huan Jing Xuan Ya Bao – Translation: Dream castle on the cliff
  • Glenfinnan Viaduct = Tian Qian Fei Hong – Translation: Highland Rainbow
  • The Elephant House = Mo Fa Ka Fei Guan – Translation: Magic Café (refering to Harry Potter)
  • Royal Mile = Rong Yun Mei Jing – Translation: A beautiful street with long history and profound culture
  • Eilean Donan Castle = Sha Ou Gu Bao – Translation: Picturesque castle
  • Balmoral Castle & Estate = Wei Ai Cheng Bao – Translation: One True Love Castle (sounds like Victoria I)
  • The Royal Edinburgh Military Tattoo = Bao Ding Sheng Li – Translation: Grand ceremony for Edinburgh’s soldiers
  • Loch Ness Monster = Ni Si Mei Ying – Translation: Phantom of Loch Ness
  • The Kelpies = Kai Po Ju Ma – Translation: Glorious armoured giant horses (homophonic with Kelpies)
  • Loch Lomond & the Trossachs National Park = Shan Hu Huai Bao Zui Meng Xiang -Translation: Mountain Lakes Get You Drunk on Dreams
  • Cairngorms National Park = Yun Yuan Xue Ling – Translation: Snow mountains reaching into sky
  • George Street = Hui Cui Tang Huang – Translation: Luxury Golden Palace

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Sources:

Article: Scotland Now / Image: Amy Palko

The Chinese public have renamed some of the most loved landmarks in Scotland in Mandarin. After ten weeks of voting in China for VisitBritain’s 'GREAT Names for GREAT Britain' campaign, the tourism agency have released the new names for 23 points of interest across the country. The £1.6million campaign in China builds on the existing trend of giving relatable Mandarin names to favourite celebrities, places and foods. It reached nearly 300 million potential Chinese tourists via the national tourism agency’s influential Weibo and WeChat social media platforms across China. Over two million people visited the campaign pages, while almost 30 million Chinese people watched the launch video, which you can see below. Around 13,000 new names for the locations were suggested throughout the ten weeks. At 24,505, Glen Coe received the third highest number of votes overall for the whole campaign, whilst The Highland Games was the most popular Scottish point of interest to name, with a total of 235 suggestions. All 101 points of interest have now been given their three most popular Chinese names. VisitBritain now aim to work with all of these attractions to decide which name to go for and how they might use these results. The popular names in the competition all share similar pronunciation. Most of them have a simple few Chinese characters but are rich in meaning; either there is a profound history or connection to relate to, or the name is interesting and really catchy to use. Joss Croft, marketing director at VisitBritain said: “We want Britain to be the most attractive and welcoming destination for Chinese travellers in Europe. The naming campaign has given these Scottish locations and landmarks huge exposure across China and created an affinity with potential tourists. "We hope the points of interest involved will embrace their new Mandarin name to help them compete for more high-spending tourists from the world’s biggest outbound tourism market.” See some of the highlights out of the naming options and their translation below: Kilt = Ke Te Duan Qun - Translation: Ke-te short skirt (Homophone for "kilt") Highland Games = Qun Ying Hui - Translation: Strong-man Skirt Party The Willow Tea Rooms = Wei Le Cha Wu - Translation: Always happy tea room Arbroath Smokies = Hei Xue Jin Zong - Translation: Golden brown haddock Malt Whisky Trail = Xiang Jiu Xiang - Translation: Fragrant liqueur lane Loch Fyne = Hao Qing Hai Wan - Translation: Love oysters loch Haggis = Mie Mie Bu Ding - Translation: Baa-baa pudding Fingal's Cave = Qin Jian Dong - Translation: Keyboard Cave Glen Coe = Qi Yan Gu - Translation: Splendid and beautiful valley The Style Mile = Feng Shang Chang Jie - Translation: Fashion long street The National Wallace Monument = Yong Zhe Xin Bei - Translation: Monument to brave heart Culzean Castle = Huan Jing Xuan Ya Bao - Translation: Dream castle on the cliff Glenfinnan Viaduct = Tian Qian Fei Hong - Translation: Highland Rainbow The Elephant House = Mo Fa Ka Fei Guan -…

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About

Stefan

Stefan (from Austria, Europe) has been living, studying and working in China since 2010. Stefan has worked on several research, publication and consulting projects focusing on the China Travel Market. He holds three Masters degrees and is an expert on China Outbound Tourism, Marketing and Social Media in China. Stefan works with BMG on the Global Ready China Seminars as well as the Global Ready China News and related projects. He also has teaching engagements in the areas of eMarketing and Tourism Strategy.

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