The “London Approach”
• London is the leading world city at the beginning of
  the 21st century.
• London is the world’s leading financial centr...
Mayor’s Office pan-product and pan-agency approach to
China:

•   Tourism – Visit London
•   Film – Film London
•   Foreig...
China In London Season
• Nov-April 2006

London in China
• April 2006

• Visit London Activities
• Jan 2005-date



      ...
China in London
The biggest celebration of Chinese
culture ever seen in London.


More than 150 events at locations
throug...
Beijing Olympics Photography exhibition held at City Hall, January – February 2006
Chinese New Year Celebration, Year of the Dog. Trafalgar Square, Sunday 29 January
Organised by London Chinatown Chinese A...
Lion Dance in Leicester Place, Chinatown, Chinese New Year celebration 2006
Gold Sail Dance Group from Beijing perform in London, 29 January – 1 February 2006 at venues
including British Museum, Roy...
Mayor of London, Ken Livingstone and Chinese Pop Idol winner Li Yuchun, switch on Chinese
New Year lights at Oxford Circus...
Chinese New Year Lantern Display, Oxford Circus
China: The Three Emperors 1662-
1795.

Royal Academy of Arts

Magnificent exhibition devoted to the
artistic and cultural ...
Shanghai on Screen
Film Festival

February 2006

Organised by Chinese
Cultural Centre
in association with
Shanghai
Adminis...
Platform for Art, London Underground. Photo by Anna Chen from ‘China Dreaming exhibition at Southwark

Underground station
Specially commissioned London Bus for China in London 2006
CHINA
Beijing 2008 – London
2012

West End Banner
campaign
February – March 2006
London In China
London In China
Tourism
Shanghai Agreement
Business
Education
Shanghai Film Festival
Science & Technology
Visit London In China
• Attend Trade, Press and Consumer
  Events in China.
• Provide support to VisitBritain and
  BA/Virgin facilitating press...
• Mayor’s Office visit Jan 2005.
• Joint VL, VB, UK Inbound, ADS mission Jan 05.
• Press/Trade workshop event with VB and ...
CITM – China
China
• Mutual benefit - showcasing of each
  city’s product
• Shared experience and knowledge
• Sense of comfort and welcome
• ...
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Martine Ainsworth Wells

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Martine Ainsworth Wells

  1. 1. The “London Approach”
  2. 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. 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. 4. China In London Season • Nov-April 2006 London in China • April 2006 • Visit London Activities • Jan 2005-date Pan-London activities
  5. 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. 6. Beijing Olympics Photography exhibition held at City Hall, January – February 2006
  7. 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. 8. Lion Dance in Leicester Place, Chinatown, Chinese New Year celebration 2006
  9. 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. 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. 11. Chinese New Year Lantern Display, Oxford Circus
  12. 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. 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. 14. Platform for Art, London Underground. Photo by Anna Chen from ‘China Dreaming exhibition at Southwark Underground station
  15. 15. Specially commissioned London Bus for China in London 2006
  16. 16. CHINA Beijing 2008 – London 2012 West End Banner campaign February – March 2006
  17. 17. London In China
  18. 18. London In China
  19. 19. Tourism
  20. 20. Shanghai Agreement
  21. 21. Business
  22. 22. Education
  23. 23. Shanghai Film Festival
  24. 24. Science & Technology
  25. 25. Visit London In China
  26. 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. 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. 28. CITM – China
  29. 29. China
  30. 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
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