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Would you be more likely to shop Savile Row if it were called "The Street for the Tall, Rich and Handsome"? Or maybe book a visit to Sherwood Forest if it were known as "The Forest of Chivalrous Thieves"?
Those were just a few of the names proposed by Chinese citizens in a U.K. tourism effort that won big at the Cannes Lions, taking home two gold PR Lions and one silver. According to the case study below, one major British airline reported a 27 percent increase in Chinese visits after the campaign launched.