How to take UK culture to China

British Council

Collaborating with Culture24, Surface Impression was engaged by the British Council to explore methods to promote content from UK cultural organizations within China. The organizations included the Victoria and Albert Museum, National Galleries of Scotland, Historic Royal Palaces, Royal Shakespeare Company and the Welsh National Opera. Using the British Council’s UK Now site, hosted in China (and so within the ‘Great Firewall of China’), 10 cultural ‘stories’ were designed, iterated and circulated through Chinese social media platforms (eg WeChat / Weibo) and through the app of a niche literary publisher (Dandu). Audience take-up was accelerated via online advertising and through Key Opinion Leaders (KOLs).