Spirit of Youth Campaign

What is Spirit of Youth? The Spirit of Youth campaign is an exciting new initiative brought to you by the UK government including the British Council and Visit Britain. Spirit of Youth is a China-wide campaign aiming to inspire the next generation of leaders in China and the UK. Promoting deeper collaboration and exchange between our two nations.

Campaign Strategy Culture and Creative Education Tourism Sport Health Timing: July - December 2017 Themes: Culture and Creative Education Tourism Sport Health Science and Innovation Locations: The main focus for activity will be Beijing, Shanghai, Guangzhou, Chongqing and Wuhan. Activity will also take place in other key cities, such as Xi’an, Qingdao, Jinan and others.

Target Audience: Emerging Leaders Age: 34-40 – those who are on the cusp of becoming or have become senior decision makers and influencers in government/businesses, or successful entrepreneurs with flourishing businesses. Age: 26-33 – those of high socio-economic status who have promising careers in government/business or are launching exciting new start-ups. Age: 18-25 – potential postgraduate students with middle class/wealthy families that are thinking about studying or travelling abroad.

Key messages Tourism Education Culture and Creative The UK is a world class holiday destination, offering a range of cultural experiences from film to food to fashion. Education The UK is home to some of the world's leading and most widely respected educational institutions. The UK now has more Chinese students in Higher Education than any other nationality. Culture and Creative The UK is a cutting edge hub of creativity, with the UK's creative industries being one of our most successful exports. Science and Innovation The UK is at the cutting edge of science and research. Health The UK has world-renowned expertise in healthcare services. Sport The UK has world class sports teams, events and training and is the ideal partner for developing sporting talent and sporting facilities.

Image Ambassador: Jiang Shuying Jiang Shuying is a popular Chinese TV and Film actress with links to the UK. She attained a Master’s Degree from the University of East Anglia in Media Economics in 2011. Jiang won the Best Newcomer award at the 8th Asian Film Awards for her role in the 2013 film So Young. With her rising popularity amongst our target audience groups and her strong links to the UK, she will be a very credible voice for the campaign.

Visual Identity The visual identity of Spirit of Youth will be striking and engaging to convey dynamism, creativity, and innovation.

Spirit of Youth Founding Partners British Airways British Airways' route network currently serves more than 200 destinations. The airline has been flying to mainland China for over 35 years and offers 10-per-week flights from Shanghai and daily flights from Beijing to London. Jaguar Land Rover Jaguar Land Rover is the UK’s largest car manufacturer. The Jaguar Land Rover China Children & Youth Dream Fund, jointly initiated by Jaguar Land Rover China and the China Soong Ching Ling Foundation is the first CSR fund in the Chinese auto industry exclusively dedicated to helping children and youth. IELTS The international English language testing system (IELTS) is the world’s most popular English language proficiency test for higher education, employment and global migration, with over 2.9 million tests taken in more than 140 countries worldwide last year. Ipsos With offices in 88 countries, Ipsos is a global leading marketing research group. Entering China in 2000, Ipsos now is one of the biggest research companies in China. Ipsos has offices in 6 cities including Shanghai, Beijing, Guangzhou, Shenzhen.

Spirit of Youth: Activity Highlights Currently, over 25 activities are taking place in no less than 12 cities, from young entrepreneurs forums to youth football and rugby training, from education festivals to interactive talks with British scientists, from theatre tours to film festivals. August International Youth Day celebrations July British Music Campaign August Premier Skills Showcase September British Embassy Open Day September Poetry on the Metro October “Discover You” Education Festival … August Earth: One Amazing Day Premiere and Screening events August- December Chevening Talks: Future Leaders Study in the UK August- September Football Film Festival September Women of the World (WoW) Festival July – November Science on Tap Event Series November – December UK-China Young Entrepreneurs Forum

Media Partnership Opportunities Close association with the UK’s new, fresh and inspiring campaign Exclusive access to key events across the six-months programme Exclusive interview access to Spirit of Youth key representatives, including celebrities and senior British Embassy/Consulate representatives Exclusive early interview access with UK experts across all six strands Opportunities to co-host a number of events as part of the Spirit of Youth calendar of events Live broadcast opportunities throughout the campaign Exclusive promotional opportunities for key events to your readers/followers, cementing your position as experts within your field Branding opportunities at select key events.

What Spirit of Youth is looking for Pre-event promotion for key activities to readers/followers In-depth coverage of activities throughout the campaign Online Spirit of Youth portal, relating to all SoY coverage and exciting campaign updates and video content Recording event content through photo and video and sharing raw footage for inclusion in campaign materials Access to media partners’ key contacts to engage at key events, as key speakers or as special guests.