DARTMOOR has been chosen to star in 'GREAT Names for GREAT Britain', a new marketing campaign launched last week by national tourism agency VisitBritain.

The campaign is designed to encourage Chinese people to learn more about Britain by giving places and experiences they might not be familiar with a new Chinese name.

Dartmoor joins Agatha Christie's English Riviera and 'Devon cream tea' to represent Devon in the list of 101 points of interest around Britain that have been selected to feature in the campaign, which invites Chinese people to come up with the most fitting, meaningful and memorable Chinese names for British places, events, and things.

In China it is popular to give Chinese names to favourite celebrities, places and foods. The three chosen Devon-based attractions were selected as being of particular interest to Chinese people, yet currently without a Chinese name.

The 101 British landmarks cover a wide range of locations and traditions across Britain and will be released in groups on social media over the next ten weeks. VisitBritain will use a variety of online and offline advertising, social and digital media and media relations to invite people in China to give 'GREAT Names for GREAT Britain'.

The campaign hopes to attract more visitors from the rapidly-growing Chinese tourism market and encourage them to travel further afield around Britain.

Joss Croft, marketing director at VisitBritain, said: 'Naming is very popular in China and this is a fun way of getting Chinese people to think about and describe places and experiences across Britain, especially as some of the British names are difficult to translate or pronounce in Chinese.

'This campaign will raise the profile of Devon among Chinese consumers and drive increased visits from this valuable tourism market. We would love local communities to get behind the campaign and suggest other places and locations to rename via our hashtag #greatnames.'

The new Chinese names for Dartmoor, Agatha Christie's English Riviera and 'Devon cream tea' are due to be unveiled in March next year and all suggestions are welcome via the hashtag #greatnames.