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Arbroath Smokies to be given Mandarin name

Scottish products and locations to be given Mandarin names as part of campaign to attract more Chinese visitors

Date : 12/12/2014

The Arbroath Smokie, one of Tayside’s most popular culinary exports, is to get a new Mandarin name as part of a campaign to attract Chinese visitors to Scotland.

The smoked haddock delicacy is on a list of 101 British locations and products, 23 of which are Scottish, which will be given Mandarin names as part of the biggest ever marketing campaign in China by VisitBritain called ‘GREAT names for GREAT Britain’.

In China it is popular to give names to favourite celebrities, places and foods that give a literal description of what Chinese people think about these things. For example, British actor and Sherlock Holmes star, Benedict Cumberbatch, has been affectionately named ‘Curly Fu’. So in a campaign first for a national tourist board, VisitBritain and VisitScotland are inviting Chinese tourists to come up with the most fitting, amusing and memorable Mandarin names for some of Scotland’s most loved attractions.

Leading Scottish landmarks which will be featured in the campaign include Eilean Donan Castle, Glen Coe, Glenfinnan Viaduct and Balmoral Castle and Estate.

Denise Hill, head of international marketing at VisitScotland said; “Visits to Scotland from China are increasing year-on-year, and the VisitBritain naming campaign is a fun and entertaining way of engaging with this huge target market. Spotlighting an array of great attractions, natural wonders and unique experiences right across Scotland, along with several well-loved icons, will help to spark conversations and debate, pushing our inspirational country up the list of ‘must-do’ destinations and generate interest and demand to visit places way beyond the current popular tourism hot spots.”

Visit the VisitBritain campaign website. 

The more we know about our Global visitors the more easily we can win them over, for hints and tips visit the Tourism Intelligence Scotland Knowing your Markets Guide, developed using a wide range of industry intelligence; both formal research from VisitScotland, VisitBritain, ABTA and others; and a selection of industry and news reports.