The CMLink 2024 Awards Night was held on Tuesday at a historic cinema in London, bringing together representatives from VisitBritain, campaign partners, local media, influencers, and corporate guests to celebrate the achievements of the “From Screen to Scene” online short film competition.
Organized by CMLink UK, a mobile SIM card brand from China Mobile International (UK), in partnership with VisitBritain, the competition ran from July to October 2024.
The campaign featured three unique filming routes across England, Wales, and Scotland, inspired by iconic British film locations. Over its three-month run, the competition garnered over 150 high-quality submissions and more than 5 million topic views, sparking significant social media engagement.
At the awards night, Emma Wilkinson, Global Marketing Director of VisitBritain, delivered a keynote address celebrating the campaign’s success and unveiled the British Film Commission Showreel 2024. Awards were presented for First, Second, and Third Prizes, along with special accolades for Best Editing, Best Cinematography, and Best Creativity. The winning entries showcased British film locations through the unique perspectives of Chinese students and residents in the UK.
Patricia Yates, CEO of VisitBritain, praised the collaboration during her visit to China in October, describing it as a foundational step for the upcoming Starring GREAT Britain global campaign. She hailed the initiative as a significant milestone in fostering cultural tourism exchange between China and the UK.
The “From Screen to Scene” campaign demonstrated the convergence of Chinese and British culture across film, tourism, and technology, blending history with modernity. The initiative paired CMLink’s Unlimited Data Plan with Britain’s cinematic charm, supported by brands such as VB Shop, China Southern Airlines, OPPO, Bicester Village, and Chai WU.
This marks the second major collaboration between CMLink and a prominent UK institution, following its partnership with the British Library in 2023.
