I was en route home from another meeting heavy day in London and reading The Times this evening when I stumbled across an article on a new campaign by Mother, promoting Great Britain. (Note I’d link you to the article but I dont pay The Times subscription fee – a similar article can however be found on the Metro.
In both articles they report a negative reaction to the new campaign, designed at getting overseas visitors onto our shores, pulling apart the campaigns portrayal of GB citing the big complaint at intending to get
“people to think, British people are the most talented in the world. That’s wonderful, I’ll come’ The alternative is that they will think: ‘Says who? I’m from the United States and I think we’re better”. – The Times.
This is a valid point. Yes, the advertising undoubtedly reeks of us Brits going out there and boldly claiming that Creativity, knowledge, heritage, music, sport, entrepreneurs, innovation, shopping, green and countryside is Great (Britain) . And yes, by claiming they’re great appears to claim by default that we’re superior but, let’s be honest, all advertising is self-obsessed “look how great our product is” in one way or another, more so when it comes to travel. Let’s take a reality check perhaps you just wouldn’t meet many Americans anywaywho dont believe we are a nation of pompous old fools who believe in an empire, wear tweed and definately think we have the upper hand.
In 2012 there will be only one place to be. There are so many great things about Britain and we want to send out the message loud and proud that this is a great place to do business, to invest, to study and to visit – David Cameron IN Metro
Yes David, I agree with all of the above but to then state that its a great way to counteract the rioting picture, showcase modern Britain and celebrate Olympic excitement (which is increasingly creeping up on us like a corporate wicked witch) is definately not the case.
No it doesn’t address Britain as a multi-cultural destination, it doesn’t challenge perceptions or showcase the reasons why Britain should be a must-visit destination in recession hit times. It simply reads as a conceited CV of someone you wouldn’t employ. A list of all of our Greats and no acknowledgement of the human qualities that actually make Britain great and totally unique. The family-owned bakery, the old man’s pub (if you can find one), the iconic curry house, the crazy man on the corner and the fish and chips on the pier. In keeping it Grand we’ve lost the reality and charm that people do fall in love with.
Maybe the line should have been “Holidaying is Great <Britain>” – cue picture of suitable old guy propping up the bar with fag in hand and guiness in the other. Actually scrap that. There is no bar, there is a smoking ban and, god forbid, we even start to suggest binge drinking…..!