The Linguaphone Group - News


Bringing Louis Alexander’s Legacy to China with Direct English

Emmeline Meade Linguaphone Group

Interview with Emmeline Meade, New Business Manager for LG & DE Ltd, an international education company who specialise in English Language training for adults and children.

Emmeline Meade is the New Business Manager, at LG & DE Ltd who will be exhibiting at the forthcoming China Franchise Show in Beijing with Direct English, and English Language Training Franchise for adult learners. Direct English was written and developed by the world famous ELT expert, Louis Alexander – author of New Concept English which has helped many millions of Chinese adult learners to learn English. Since it was launched in 1996, Direct English has been franchised worldwide and is now represented in 60 countries through a global network. LG & DE Ltd are now seeking franchisees for any of the Chinese provinces and are looking forward to promoting the brand at the expo and talking to potential investors.

Why is LG & DE Ltd looking to franchise Direct English in China?
The English Language Training Industry is worth over US$50 billion/year and for the right franchisee it would be a potentially very lucrative business opportunity. Direct English is an effective 9-level English Language Training programme, which was developed by Louis Alexander, the English Language Learning Expert and Author of New Concept English. With the launch of our Pingu’s English brand in China and the recent upgrade of all our audio visual material we feel that it is the perfect time for Direct English in China!

Are you planning to appoint one Master Licensee for the whole of China, or will you be taking a different approach?
As China is such a vast country we are looking to appoint franchisees for each province or municipality so that our franchisees can focus on one area.

The Direct English program was developed by ELT expert Louis Alexander – why will this be important to potential Chinese investors?
Although Louis is sadly no longer with us as he died in 2002, his legacy lives on as he was a prolific writer of bestselling English-language text books. In 1977, he sold 4.7m books, a feat recorded in the Guinness Book of Records as the greatest number of copies sold by an individual author in one year. In Britain, the name of LG Alexander was not widely known, but in China he was a celebrity: delegations met him at airports, television cameras appeared and lecture halls would be crammed with people gathered to hear him speak. Louis also worked with UNESCO on Junior English For China (1988) – in China, his is one of the most widely known western names. This is very important for Chinese investors, as it demonstrates the enduring legacy of his name and reputation and Direct English was considered by Louis himself to be one of his finest pieces of work.

Does LG & DE Ltd already have a presence in China?
We have appointed a Master Franchisee for our children’s English Language learning brand Pingu’s English and we are very excited to announce that our partner MyGYm China will be launching 2 new centres in June in Beijing and Shenyang. It is an exciting time for LG & DE Ltd in China at the moment!

What should potential investors do if they want to find out more about the business opportunity?
If they are in Beijing for The Chinese Franchise Show 16th – 18th May, please come along to see us at The China National Convention Centre (CNNC), stand 407. We are always very happy to meet people face to face and staff will be available to give them a full presentation on Direct English. We will also have a full range of course materials available for them to view. Alternatively send me an email at emmeline.meade@linguaphonegroup.com and I’d be delighted to answer any questions and talk to investors further about the type of support we provide and the benefits of becoming a Direct English Master Franchisee.

Notes to Editors
• Master License opportunities are available for Direct English in each province or municipality in China. Visit www.directenglish.com for further information, call +44 ()) 20 8687 6104 or email opportunities@directenglish.com

• LG & DE Ltd is a world leading provider of language training solutions, operating the internationally recognised Direct English and Pingu’s English brand names. With over 112 years of experience, LG & DE Ltd has an extensive network of learning centres worldwide. www.linguaphonegroup.com, www.directenglish.com, www.pingusenglish.com

• Direct English is one of the most effective English Language programs in the world. The nine level course delivers world-class English language training for all abilities and purposes: from young professionals to corporate executives, from absolute beginners to advanced learners. It works by combining an array of highly interactive materials used by the learner on a blended-learning basis, with a program of personalised tutorials and conversation classes. Direct English can be delivered as part of a bespoke in-company training program, or as self study English language course.

Contact details
For all media enquiries please contact
Charlotte Pritchard, Head of Marketing (Brand and Digital) LG & DE Ltd
Email: charlotte.pritchard@linguaphonegroup.com
Tel: +44 (0) 20 8687 6115 (direct line ) +44 (0) 20 8687 6000 (marketing office)