Brief: How do you get Blackpool back on the map?
Insight: Chinese tourists rarely get to see the real Britain
Idea: Blackpool is the quintessentially English holiday destination
Augmented reality posters share a taste of Blackpool in Shanghai and Beijing. A QR code links WeChat users to the ‘Visit Blackpool ’ page.
Travel blogs written by UK-based Chinese influencer ‘Uncle in London’ will share the best of Blackpool. Links to travel agencies like C-Trip will drive enquiries for UK holidays including Blackpool as part of the tour.
To celebrate ties between China and the UK, illuminations for the two cities will be designed by a team of international artists. They’ll be switched on simultaneously, celebrating how travel empowers travellers to exchange and see the world in a new light.