Visit London

1. The “London Approach”

2. • London is the leading world city at the beginning of
the 21st century.
• London is the world’s leading financial centre and
Europe’s business capital
• London is the place to study for international students
• London is the place to visit
• London is a leading centre of research, science and
technology
• London is a leading centre of the Creative Industries
• China will be the dominant economy of the future
The London Approach

3. Mayor’s Office pan-product and pan-agency approach to
China:
• Tourism – Visit London
• Film – Film London
• Foreign Direct Investment – Think London
• Creative Industries – Creative London
• Science and Technology – Catalyst
• Higher education – Study London
• Government relations and Public diplomacy – Internationa
Affairs team
= Mutual benefit and shared experience and knowledge;
comfort; sense and welcome
The London Approach

4. China In London Season
• Nov-April 2006
London in China
• April 2006
• Visit London Activities
• Jan 2005-date
Pan-London activities

5. China in London
The biggest celebration of Chinese
culture ever seen in London.
More than 150 events at locations
throughout the capital between
January to March 2006:
Festivals, exhibitions, films, food, art,
talks, children’s activities, poetry
concerts and performances.

6. Beijing Olympics Photography exhibition held at City Hall, January – February 2006

7. Chinese New Year Celebration, Year of the Dog. Trafalgar Square, Sunday 29 January
Organised by London Chinatown Chinese Association and supported by the Mayor of
London, the event attracted up to 200,000 people making it the largest event of its kind
ever to have taken place in the capital.

8. Lion Dance in Leicester Place, Chinatown, Chinese New Year celebration 2006

9. Gold Sail Dance Group from Beijing perform in London, 29 January – 1 February 2006 at venues
including British Museum, Royal Opera House and selected West End stores.

10. Mayor of London, Ken Livingstone and Chinese Pop Idol winner Li Yuchun, switch on Chinese
New Year lights at Oxford Circus, 26.1.06

11. Chinese New Year Lantern Display, Oxford Circus

12. China: The Three Emperors 1662-
1795.
Royal Academy of Arts
Magnificent exhibition devoted to the
artistic and cultural riches of Imperial
China.
Spanning the reigns of three
emperors, Kangxi (1662-1722),
Yongzheng (1723-35) and Qianlong
(1736-95), it focuses on the most
powerful rulers of China's last dynasty:
the Qing. Some 400 works include
such treasures as paintings and
painted scrolls, jades and bronzes,
porcelain and lacquer ware, precious
robes, palace furnishings, clocks,
scientific instruments, weapons and
ceremonial armour.
Drawn largely from the remarkable
collections of the Palace Museum,
Beijing, many of these unique objects
have never been shown outside

13. Shanghai on Screen
Film Festival
February 2006
Organised by Chinese
Cultural Centre
in association with
Shanghai
Administration of
Culture, Radio, Film &
TV
and British Council,
Shanghai.
Supported by Mayor of
London, Film London
and
UK Film Council.

14. Platform for Art, London Underground. Photo by Anna Chen from ‘China Dreaming exhibition at Southwark
Underground station

15. Specially commissioned London Bus for China in London 2006

16. CHINA
Beijing 2008 – London
2012
West End Banner
campaign
February – March 2006

17. London In China

18. London In China

19. Tourism

20. Shanghai Agreement

21. Business

22. Education

23. Shanghai Film Festival

24. Science & Technology

25. Visit London In China

26. • Attend Trade, Press and Consumer
Events in China.
• Provide support to VisitBritain and
BA/Virgin facilitating press and trade
trips in London.
• Maintain relations with Municipal
Governments.
• Promote www.visitlondon.com.cn
Visit London In China

27. • Mayor’s Office visit Jan 2005.
• Joint VL, VB, UK Inbound, ADS mission Jan 05.
• Press/Trade workshop event with VB and Virgin Atlantic in Shanghai to
launch Virgin’s new London package and attempt to further shift
perceptions of London. Jan 2005.
• Trade fam and press trips trip hosted in London – Spring 05
• BITE – June 05 – Beijing - scoping mission; trade and press briefings.
• Hosted the London leg of the fist ever VB ADS group to Britain – June
2005. London reception at the Tower of London hosted by Prince
Andrew, the Duke of York.
• Exhibited at CITM – November 2005
• Attended VB sales mission – November 2005.
• Chinese website launched Nov 2005 – www.visitlondon.com.cn
• China in London celebrations 2006 - support.
• Hosting London leg of Shanghai trade trip – Feb/March 2006 with VB
• London Mayor’s office opening trip in Beijing and Shanghai – April 2006.
• ITE/BITE June 06
• CITM Nov 06
Visit London In China

28. CITM – China

29. China

30. • Mutual benefit - showcasing of each
city’s product
• Shared experience and knowledge
• Sense of comfort and welcome
• London is the leading world city at the
beginning of the 21st
century……….China is the future
The London Approach