Let’s call him... Cliff: China announces £1,000 prize for naming rocky ledge that looks like a face

PUBLISHED: 16:11 GMT, 20 September 2013 | UPDATED: 16:11 GMT, 20 September 2013

Does this cliff look like anyone you know?

Authorities in China have decided that the bluff on Lushan Mountain in Jiujiang, Jiangxi Province in eastern China, bears a striking resemblance to a human face in profile.

They are so taken by the similarity that they are running a competition to come up with a name, with a handsome 10,000 yuan ($1,634; £1,021) prize for winner.

How about Clifford? The anthropomorphic bluff on the side of Lushan mountain in Jiujiang, Jiangxi Province in eastern China. Local authorities are offering £1,000 prize to anyone who is able to come up with a good name for it. That's more than a third of the country's average private-sector wage

Considering the average wage of a Chinese private-sector worker was 28,752 yuan ($4,697; £2,935) last year, that seems like it's worth the effort.

Situated in the northern part of Jiangxi, Lushan is one of the most renowned mountains in the country, well known for its grandeur, steepness and beauty.

Its highest point is Dahanyang Peak, which towers 4,835ft above sea level and pierces the sea of clouds shrouding the mountain almost 200 days a year.

The surrounding Lushan National Park has been a UNESCO World Heritage site since 1996 and is a prominent tourist attraction, particularly during the summer months when the weather is cooler.

Tourism officials in China seem to like changing the name of mountains.

In 2010 the 3,544ft Southern Sky column in the Zhangjiajie National Forest Park had its name officially changed to 'Avatar Hallelujah Mountain' because of its resemblance to the floating peaks of the James Cameron 3D blockbuster.