Planet China

Branding summit

The Rocky Mountains weren’t named after Sylvester Stallone’s films, but there’s at least one peak in China that has been named after a movie blockbuster. With Avatar breaking more China box office records this week, the local government in Zhangjiajie seized the moment to ‘rebrand’ a local mountain in the film’s honour. The peak in Hunan province – formerly known as the Heaven and Earth Pillar – will forthwith be called the Avatar Hallelujah Mountain, reports the Wall Street Journal. The tall craggy formation (not unlike the image on last week’s cover of WiC) is one of 3,000 peaks in the Wulingyan national park. State travel agencies are already promoting “miracle tours to Avatar’s floating mountain”.


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