Country tourism slogans are an interesting niche in the world of copywriting. And when I say 'interesting', I mean 'car wreck'.
I wrote about this on LinkedIn last month whilst thinking about some 'Copy Swap' images (see below), and so I thought I'd try and rewrite some.
You've got to be bold.
This is a country, not a shampoo.
Many fall into the trap of actually trying to encapsulate a whole country in 4 or 5 words, and end up being bland as hell or just confusing.
On the flip side, you've got to be apolitical and non-stereotypical. A thin tightrope to walk, and a lot of them look as though they've been voted in by committee like Eurovision.
There's an epic battle over where mankind first began;
Egypt - Where it all begins
Ethiopia - Land of origins
Mozambique - Come to where it all started
Israel - Land of Creation
Anyway, let's check out some of the poorer ones out.
New Zealand - 100% Pure - a sharp intake of breath through gritted teeth.
San Marino - San Marino for All - bland.
Nepal - Once is not Enough - I'd say everyone who has had frostbite would say otherwise.
Oman - Beauty has an address - Yeah, it's wherever Eva Mendes lives, not some sandy petrostate.
Ukraine - It’s all about U - I'll stand in front of a mirror and save my money then.
The champion by a country mile is;
Djibouti - Djibeauty - perfection.
So let's give some of these a quick make-over;
New Zealand - 100% Natural - less eugenics.
San Marino - Dream big - it's either that or how they always lose football matches.
Nepal - On Top Of The World - this must have been used before it's such a no-brainer.
Oman - Oh Man! - my personal homage to Djibeauty.
Ukraine - So good even the neighbours want it! - #slavaukraini
Above is my attempt at this genre using a non-existent country so I don't spark an international incident.
Calling all national tourism boards!
I'm going to need at least 2 weeks in your country to properly immerse myself.
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