Category Archives: Inspirational

Creating a new international tourism slogan for the city of Hangzhou

Accurate Group – Hangzhou Tourism Commission Briefing Document

Topic:            ‘The key elements of a city slogan’ – Hangzhou Tourism Commission Brand / Slogan Seminar
Speaker:       Niall O’Reilly, Managing Director Accurate Group Limited (Niall@accuratelimited.com)
Location:       2 Floor, Zhangming Music Library, Hangzhou West Lake 6th Park
Date:              20th February 2014

Dear ……

Thank you for inviting me here today.  I am Niall O’Reilly, Managing Director of Accurate GroupChina Market Makers –, and Director for China, Irish Exporters Association. This is my 25th year in China, the last 8 years of which I have been based in Hangzhou.  Previously I have been responsible for Asia Pacific marketing for two leading USA-based multi-nationals. One of the Asia Pacific marketing campaigns I directed with global advertising agency BBDO won a gold medal at the Malaysia advertising awards.

How to capture the appeal of Hangzhou in one slogan? Read the tea leaves - Hangzhou's Longing (Dragon Well) Tea

How to capture the appeal of Hangzhou in one slogan? Read the tea leaves – Hangzhou’s Longing (Dragon Well) Tea

Impressions of Hangzhou’s Tourism Product

Hangzhou has enormous foreign tourism potential.

  • Some 4 million foreign tourists visited Hangzhou in 2012.
  • Cathay Pacific / Dragonair (Hong Kong), Qatar Airways (Middle East), Ethiopian Airlines (Africa), KLM / Air France (Europe), EVA Air (Taiwan), ANA (Japan) and Asiana Airlines (Korea) now offer direct flights to Hangzhou’s Xiaoshan International Airport.
  • In 2015 China is expected to overtake France as the world’s top tourist destination

It is against such a backdrop that ever pioneering Hangzhou was the first mainland China city to put into practice an ‘open door’ global policy of promoting its tourism industry to more than a dozen new markets including United Kingdom, Germany, France and United States.

Nevertheless, foreign tourists will only be attracted to travel by the quality of Hangzhou’s tourism product which would need to be amongst the very best in China. We would note, for example, while Hangzhou was once a stronghold for Islam in China, with historic Arab connections dating back 900 years, Hangzhou’s tourist product offering for high-spending visitors from the Middle East and the Gulf States arriving in Hangzhou by way of 5 Star airline Qatar Airways is far from world-class.

Moreover, to break into these new markets Hangzhou tourism planners would first need to invest in focused programs which both highlight competitive strengths and positioning and have a track record for consistently delivering outstanding and innovative experiences. The resulting niche tourism products would likely be targeted at high value foreign tourists, encouraging them to either start or end their China trips in Hangzhou.

Hangzhou has strengths in key niche areas of tourism, which, if effectively marketed, will certainly entice this high-spending foreign tourism segment.

  • Cuisine
  • Medical tourism
  • Meeting, convention and exhibition facilities
  • Outdoor adventure
  • Historic and cultural heritage

All of which are covered by Hangzhou’s proximity to Shanghai and the city’s Number 1 attraction: Four seasons of spectacular scenery.

Creating a new tourism catchphrase for Hangzhou

According to the book “Creative Advertising” by Charles Whittier:

“A slogan should be a statement of such merit about a product or service that is worthy of continuous repetitive advertising; is worthwhile for the public to remember; and is phrased in such a way that the public is likely to remember it.”

However, it’s a difficult job to capture the appeal of a destination such as Hangzhou and plug it into a hard-hitting, effective slogan.

Some slogans become real hits

  • Egypt, where it all begins” is the impressive tourism slogan of Egypt, which intends to highlight Egypt’s historic status as a cradle of civilisations
  • It’s more fun in the Philippines” is the cheery / happy travel slogan of the Philippines.
  • 100% pure New Zealand” is the marketing slogan of Tourism New Zealand, which reflects New Zealand’s image as a clean, green, adventure playground.
  • Jump into Ireland, the tourism slogan of Tourism Ireland (north and south) is designed to convey a sense of playfulness and to reflect the stimulating nature of a holiday in Ireland with unforgettable experiences and warm, friendly people.
Other effective slogans which we like are
  • Mauritius – It’s a pleasure” – clean and simple
  • Brazil – Sensational!”

 Some slogans can be vague, unclear and even disturbing

  • I Love (heart) New York” is the travel slogan many others try to emulate, but what does this catchphrase really convey about New York?
  • South Africa: It’s Possible!” is South Africa’s tourism slogan. This slogan gives you no reason to visit South Africa
  • Visit Bangladesh Before Tourists Comewas the tourism slogan of Bangladesh!
  • Colombia: The Only Risk Is Wanting to Stay”, Columbia’s tourism slogan, could potentially cause more harm than good, by highlighting the reality of “risk

Clearly some of these slogans’ unfortunate suggestions could have been caught early with international testing, and I therefore applaud the Hangzhou Tourism Commission and the Hangzhou Office of Foreign Affairs officials who have invited long-time foreign friends of Hangzhou here today to sound out our opinions regarding the four suggested new slogans for marketing Hangzhou in these new markets.

In my opinion, when developing a great inspirational slogan for Hangzhou — I am thinking along the lines of, for example, Subway’s ‘Eat Fresh’, Nike’s ‘Just Do It!; Sony’s ‘Make. Believe’ etc — five key elements need be adhered to:

  1. Recognition. An effective slogan for Hangzhou must stay consistent with the Hangzhou brand name either obviously stated or strongly implied. It’s better to include the name of Hangzhou in it.By putting the Hangzhou name in the slogan, every time people hear it and see it, they re-imprint it and keep it top-of-mind. People identify with the name.
  2. Unforgettable. Some of the best slogans, such as those just highlighted, are still being used today, even though they were launched more than a few years ago.  Such slogans are memorable.
  3. Useful. The chosen slogan should show Hangzhou’s intention and benefits of the tourism product by conveying the message in consumer language. Imply the risk of not using the product. Create a positive feeling for the consumers. – Such a slogan should be beneficial.
  4. Differentiation. In an overcrowded tourism market, brands in the same industry need to set themselves apart through a creative and original slogan.
  5. And finally, keep it simple. Use proven words and short keywords.  Seven words or less: One word is usually not enough.

4 Final Slogans for Promoting Hangzhou Overseas

A diverse representation of 15 foreigners – including company owners, hotel managers, magazine editors and teachers – living in Hangzhou from periods of a year to over twenty years, were assembled by the Hangzhou Tourism Commission and Hangzhou Foreign Affairs Office to choose which one of the following four final slogans created by Shanghai Advertising Company would be best suited to promoting sophisticated brand image of Hangzhou overseas (in particular to reach tourists in Europe and the Americas).

  • Infinitely Hangzhou!
  • Authentic Hangzhou!
  • Hangzhou: Relax, Recharge, Rejuvenate
  • Hangzhou: A Living Poetry

The Shanghai Advertising Company account manager urged those present to consider each slogan in terms of four aspects:

  • “Relevance with Hangzhou City”
  • “Words elegancy”
  • “Pronunciation”
  • “Sense of Picture”

Infinitely Hangzhou!

Even against an appropriate setting of iconic Hangzhou panoramas, similar to “Brazil -Sensational!” or “Mauritius – It’s a pleasure”, for the intrepid tourist planning his/her first trip to China, having already ticked Beijing, Shanghai, and possibly Xian or Guilin, “Infinitely Hangzhou” comes across as rather vague.  Infinitely what? Infinitely full of surprises or infinitely full of hope? What does “Infinitely Hangzhou” have to do with anything?

Of course, to those of us with even a basic knowledge of Hangzhou, simple “Infinitely Hangzhou” suggests a city of unlimited cultural expression.  Yet, it will take first-rate emotionally appealing photographic backdrops to disarm “Infinitely Hangzhou” of its mind-numbing blandness. Hangzhou is an inviting and truly diverse city for those tourists that endeavour to discover its appeal.  With respect to Hangzhou, a single word slogan will not generate an effective emotional impact.

Authentic Hangzhou!

With China’s heritage disappearing at an alarming rate in the race for modernisation, authenticity is a much sought-after, and increasingly elusive, quality that rates high with foreign tourists. As such, the slogan “Authentic Hangzhou” stakes Hangzhou’s claim to a rich historical past which continues to be alive and well. “Authentic Hangzhou” can also refer to Hangzhou’s natural landscape while underscoring the genuineness of its people.

Yet the slogan “Authentic Hangzhou” manages at the same time to be boring, nebulous and almost superfluous. Hangzhou may be the first Chinese city to start promoting itself to European and American markets, but soon numerous cities throughout China boasting an international airport will be getting in on the act, which begs the question: How effective will the slogan “Authentic Hangzhou” be in adequately articulating the unique attributes of Hangzhou, including the authentic experiences of Hangzhou’s history, architecture, cuisine and culture? Doubtless the tagline will be paired with colourful images, but it’s unclear whether visitors will make the connection between the slogan and the city’s emphasis on authentic experiences.

Hangzhou: Relax, Recharge, Rejuvenate

While “Hangzhou: Relax, Recharge, Rejuvenate” is the first to clearly state to spell out specific benefits of Hangzhou’s tourist product offering, the three ‘Rs’ make it sound like a catchy spa slogan. If truth be told the tagline does define what a vacation is all about, but in this case is more suggestive of warm beaches bathed in year-round sunshine, when in fact Hangzhou has four distinct seasons.  Moreover, Hangzhou purists would argue that the tagline “Hangzhou: Relax, Recharge, Rejuvenate” completely negates seven thousand years of history.

On the positive side Hangzhou with its close proximity to Shanghai and growing direct international access via Xiaoshan International Airport is the ideal place for visitors to either China and relax prior to traipsing around the country and for unwinding following a hectic cross China sight-seeing schedule. If this is indeed the intended message of “Hangzhou: Relax, Recharge, Rejuvenate” then the slogan needs re-working, not least because “recharge” and “rejuvenate” are quite unoriginal and are more or less tantamount to the same meaning.

Hangzhou: Living Poetry

Hangzhou’s natural beauty and historic treasures, which embrace many aspects of Chinese culture, have been a source of inspiration for poets and painters throughout Chinese history. In contrast with modernising cities across China, including Shanghai, although Hangzhou has been through many recent urban developments, much of the city’s natural, historical and cultural heritage remains unchanged from what has been depicted in literature for centuries. As such,  the slogan “Hangzhou: A Living Poetry” asserts that in essence nothing has changed about Hangzhou’s enduring allure, even if the city is China’s fourth largest metropolitan area, an appeal which, if properly packaged, would have to be enticing to China-bound European and American tourists. 

Moreover, by portraying Hangzhou as a poetry in motion, “Hangzhou: A Living Poetry” comfortably encompasses the notions of “infinitely”, “authentic” and “relax, recharge, rejuvenate” as set out in the previous three taglines.

As such “Hangzhou: A Living Poetry” proved to be the most popular of the four slogans, although tweaked a little to make it more Now: “Hangzhou: Living Poetry”.

Hangzhou: Living Poetry” – A simple, yet memorable, slogan for marketing the Hangzhou brand image to European and American tourists that people will identify with and which, by demonstrating the benefits of the city’s own matchless tourist product, clearly differentiates Hangzhou from would be competitors.

Hangzhou: Living Poetry

Hangzhou: Living Poetry

Source: http://accuratelimited.com/blog.view.php?id=QmaR0u99uCk=

Niall O’Reilly

Managing Director, Accurate Group Ireland China Market Makers

Website: http://www.accuratelimited.com

Twitter: @AccurateChina

China Office : Accurate Group China, Hangzhou – O: +86 571 8709 1253

Ireland Office: Accurate Ireland, Dublin – O: +353-1271-1830

2016

2016

2016

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Filed under Accurate China Business Advisers, Accurate China Insight, China, Hangzhou, Inspirational, Marketing, Niall O'Reilly, tourism

What if?

Benjamin Zephaniah - What If

This is Benjamin Zephaniah‘s  ‘What if‘ 2009 take on Rudyard Kipling‘s inspirational poem classic ‘If‘, which is my favourite poem.

“If you can keep your money when governments about you

Are losing theirs and blaming it on you,

If you can trust your neighbour when they trust not you

And they be very nosy too;

If you can await the warm delights of summer

Then summer comes and goes with sun not seen,

And pay so much for drinking water

Knowing that the water is unclean.

If you seek peace in times of war creation,

And you can see that oil merchants are to blame,

If you can meet a pimp or politician,

And treat those two impostors just the same;

If you cannot bear dis-united nations

And you think this new world order is a trick,

If you’ve ever tried to build good race relations,

And watch bad policing mess your work up quick.

If you can make one heap of all your savings

And risk buying a small house and plot,

Then sit back and watch the economy inflating

Then have to deal with the negative equity you’ve got;

If you can force your mind and body to continue

When all the social services have gone,

If you struggle on when there is nothing in you,

Except the knowledge that justice can be wrong.

If you can speak the truth to common people

Or walk with Kings and Queens and live no lie,

If you can see how power can be evil

And know that every censor is a spy;

If you can fill an unforgiving lifetime

With years of working hard to make ends meet,

You may not be wealthy but I am sure you will find

That you can hold your head high as you walk the streets.”

Benjamin Zephaniah was born in Birmingham, England. Considered the most popular reggae poet in the world his poems are inspired by his love of Jamaican music and ‘street politics’.

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A 68 year-old photograph reveals an Irish prisoner of the Japanese – “Uncle Barney” Byrne

It’s almost 68 years to the day on 28th August 1945 when the photograph below of  twenty-three Hong Kong Volunteer Defense Corps (HKVDC) prisoners of war (POW) who were on the verge of liberation following their internment at Yoshima POW Camp (Sendai No. 2 Branch Camp (#2-B)) in Japan’s Fukushima Prefecture was snapped.

It was at this POW Camp where Private John Bernard Patrick ByrneBarney-, HKVDC #4732, and POW #96 was to spend:

13 months incarcerated … nine months incapacitated by amoebic dysentery …. and five months used as a slave labourer inside the Iwake coal-mine run by the Furukawa Mining Company

as written in ‘Diary of War: Private John Bernard Patrick Byrne (a.k.a “Barney”), HKVDC #4732, and Irish Prisoner of the Japanese in Shamshuipo and Sendai (1941-1945)’ https://nialljoreilly.com/2012/12/07/john-bernard-patrick-byrne-barney/ – “the remarkable account of life as an Irish prisoner of the Japanese by an extraordinary man, “Uncle” Barney Byrne“.

On 5th August, while perusing a photograph album dating back to the 1930s belonging to my late mother Kathryn O’Reilly, I came upon two photographs of Barney during his childhood and as a young adult.

I soon found myself scrutinising the HKVDC POW photo below (Source: http://www.mansell.com/pow_resources/camplists/sendai/sendai_2/sendai-2-03-ROCHA.jpg  courtesy of a Chris Rocha).

Appendix 05: ‘I knew your Uncle’ in the Diary written by fellow POW Alfredo Jose Prata noted:

“… a tatamie bunkmate of Barney’s “(Barney) and others of the HKVDC (mixture of  British, Polish, French  Norwegian, Swede, Czech and a few Americans) shared the same No.2 (combined hospital) hut with some 120 odd Portuguese POWs from Nos.5 and 6 Portuguese Coy HKVDC (and worked  in the same shifts in separate shafts in the coalmines).”

There are also a variety of nationalities in the photo. My attention was soon focused on the somewhat malnourished and tired looking man sitting at the far right of the bottom row.

Compare this man’s nose, the ears, the eyes and hair parting of to the two photographs from my mother’s album below.  Re-checking his diary entries for 28th and 29th of August 1945 in one instance Barney Byrne complains of having gone 72 hours without sleep, while in another instance he notes: “Photographs taken today – personnel only” .

After sixty-eight years the face now has a name: Private John Bernard Patrick ByrneBarneyHKVDC #4732 – Irish Prisoner of the Japanese in Shamshuipo, Hong Kong, and Sendai, Japan (1941-1945)

… when fighting was certain, and either capture or death highly likely (Barney) doesn’t show one glimpse of regret or self-pity. What a remarkable man…

[Source: Brian Edgar, 8th August 2013 @gwulo.com]

POW # 96 Private John Bernard Patrick Byrne - aka Barney - Irish Prisoner of the Japanese - at Yoshima POW Camp Sendai 2B - is seated bottom row - far right. The photograph was taken on 28th August 1945.  (Source: www.mansell.com)

POW # 96 Private John Bernard Patrick Byrne – aka Barney – Irish Prisoner of the Japanese – at Yoshima POW Camp Sendai 2B – is seated bottom row – far right. The photograph was taken on 28th August 1945. (Source: http://www.mansell.com)

My Grandfather James Byrne, Senior, James Byrne Junior. and Barney Byrne (right).

My Grandfather James Byrne, Senior, James Byrne Junior. and Barney Byrne (right).

John Bernard Patrick Byrne - Barney - early childhood

Childhood- Barney Byrne

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Filed under 1940, 1941, 1942, 1943, 1944, 1945, Allied POW, Barney Byrne, Family History, History, Hong Kong, Inspirational, Ireland, Irish, James J Byrne, Japan, Japanese Imperial Army, Kathryn O'Reilly, Kilcullen, Photography, POW, Second World War

A Niall’s-eye view of Hangzhou: Mystical, dreamy and alluring

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Filed under Beauty, China, Flowers, Gardening, Hangzhou, Inspirational, Photography, Travel

New year resolutions imply that something needs to change….

 

 

Hmmm!

Image

 

The sun has now set on 2012, so here’s wishing you a very healthy and fulfilling 2013.

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‘The Tiger’, by William Blake

Tiger Tiger burning bright - william blake

The Tiger

Tiger, tiger, burning bright

In the forests of the night,

What immortal hand or eye

Could frame thy fearful symmetry?

 

In what distant deeps or skies

Burnt the fire of thine eyes?

On what wings dare he aspire?

What the hand dare seize the fire?

 

And what shoulder and what art

Could twist the sinews of thy heart?

And when thy heart began to beat,

What dread hand and what dread feet?

 

What the hammer? what the chain?

In what furnace was thy brain?

What the anvil? What dread grasp

Dare its deadly terrors clasp?

 

When the stars threw down their spears,

And water’d heaven with their tears,

Did He smile His work to see?

Did He who made the lamb make thee?

 

Tiger, tiger, burning bright

In the forests of the night,

What immortal hand or eye

Dare frame thy fearful symmetry?

William Blake

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Filed under Beauty, Inspirational, Niallism, Poetry

Atheist? Muslim? Hindu? Buddhist? Christian? My Religion Is Very Simple

My spiritual compass is guided by the clarity of Francesco Forgione (1887 – 1968), John Woolley (1928 – 2008), and His Holiness the 14th Dalai Lama (1935-).

I am a Catholic first and last because I believe the highest moral standard one can have are the teachings of Jesus. In addition, I also have credence in Buddhism’s karma.

That is my faith in a nutshell.

“No man ever believes that the Bible means what it says: He is always convinced that it says what he means”

(George Bernard Shaw)

My Religion Is Very Simple - Padre Pio

Francesco Forgione (1887 – 1968)

My Religion Is Very Simple - Father John Woolley

John Woolley (1928 – 2008)

My Religion Is Very Simple - 14th Dalai Lama

His Holiness the 14th Dalai Lama (1935- ).

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Filed under Character, Inspirational, Niallism, Religion, tolerance

Inside the arena

During difficult times, in the thick of perceived failures and setbacks turn to Theodore Roosevelt’s….

Man In The Arena

“It is not the critic who counts;

not the man who points out how the strong man stumbles,

or where the doer of deeds could have done them better.

The credit belongs to the man who is actually in the arena,

whose face is marred by dust and sweat and blood;

who strives valiantly;

who errs,

who comes short again and again,

because there is no effort without error and shortcoming;

but who does actually strive to do the deeds;

who knows great enthusiasms,

the great devotions;

who spends himself in a worthy cause;

who at the best knows in the end the triumph of high achievement,

and who at the worst,

if he fails,

at least fails while daring greatly,

so that his place shall never be with those cold and timid souls who neither know victory nor defeat.”

Theodore Roosevelt, “Citizenship in a Republic”, Speech at the Sorbonne, Paris April 23, 1910

“…The credit belongs to the man who is actually in the arena..”

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Filed under 1910, Ability, Adversity, Inspirational, Niallism

Character is higher than ability

A person’s lack of ability should not be feared: Ability can be learned.

However, it is strength of mind, overcoming fear – humiliation, or any adversity a person would naturally take flight from – and rebounding, which is much more difficult to foster: Such is the mark of true character, a moral fibre that comes from within.

At the end of the day, when all is said and done, Life only really demands a certain temperament from us: Looking adversity straight in the eye, having the backbone to do the thing we think we cannot do, and being able to say to ourselves, “I triumphed over this hard time. With this experience I have gained the strength, guts, and self-belief to face up to the next challenge”.

“Try not to become a man of success but rather try to become a man of value” ~Albert Einstein

Photographs above: Ireland Basketball team at the Special Olympic Games 2007 in Shanghai

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Filed under Ability, Adversity, Character, Inspirational, Niallism