Expect these holiday messages next year – part 1

Taglines, attached to the name of a destination, are designed to give you an instant view of what a place is like. In that instant you might decide to holiday there. The tagline and sometimes a picture will start that trip to a travel agent or to research the place on the internet. So a good tagline can be important.

Today and tomorrow, CD-Traveller will reveal some old, some new that helped to publicise destinations at last week’s World Travel market held in London.

An instant picture was set in my mind with a poster for Oman. “Beauty has an address…Oman” was the tagline. The picture may not be of everyone’s idea of beauty but it captures the attention which is what it should do.

Some can be just words. Malta – with no George Cross – just had “Malta has more” on a white background. Norway said, “Norway. Powered by Nature.” Serbia just had its name but in colourful lettering as did Azerbaijan. Lithuania suggested “See it, Feel it. Love it.” Whilst it’s neighbouring country – Latvia – offered, “Best enjoyed slowly,” along with stylised oval shapes. Indonesia referred to itself as “Wonderful” and Bolivia said that it “Awaits you. Australia just says ther’s nothing like it. ” “Experience,” Trinidad and Tobago was the ambiguous tagline for that Caribbean sun and fun haven (a slightly better summary) whereas Peru presented itself almost as a film poster proclaiming that it was an “Empire of Hidden Treasures.”

Bangladesh is “beautiful” which was identical to that of China suggesting that public relations and marketing people may be running short of ideas. The Seychelles were just “Another World” but Ethiopia was “The Cradle of Mankind,” pretty similar to Egypt’s “where it all began” which it has been using for some years as a tagline. Georgia says that it is the “country of life” and Kenya wants you to help celebrate its big 50. (50 years since independence.)

The USA continues with its name in dots – a logo it launched about two years ago and which I find wishy-washy as I pointed out at the time. The tourist people point out that they wanted something completely different from how the US is often seen and they have certainly managed that. Continuing with the same tagline is Slovenia which has to be seen rather than just read. “I feel Slovenia” is both bland and makes you wonder what the authority is trying to say but see the image where “Love Slovenia” is highlighted and it becomes clearer.

Iceland almost pleads with you to “Come and be inspired by Iceland,” whilst Holland adds to its traditional clogs and drawn tulip images with pictures of a Holland you might not recognise. Argentina “beats to your rhythm” but Gibraltar relies on images. Russia easily wins for having the most “cosy” and family images which, I suppose, links the Sochi winter olympics and winter holidays. “It’s more fun in the Philippines,” they say which is saddening given the storm that has caused such turmoil there this weekend because at almost any other time it is. Poland invites us to visit to “Come and find your story,” and Malaysia says ” A world of opportunity is waiting,” and that we should “seize it today.”

Switzerland continues with its old tagline, “get natural” and Ireland relies on the colour green. Wales has a stylised dragon (Scotland – stylised thistle; England a rose) and various images of its country as do the other home nations. The campaign by Visit Britain that started a while ago “You’re invited,” continues set alongside different sectors of attractions continues.

But Oman wins for me with its, sad, rather ugly turtle.

Tomorrow , CD-Traveller looks at the taglines from the most popular places where we holiday.

PS. Apologies for the quality of some images. In a hall with lots of strobe lighting, placards high above the ground and attendees everywhere spoiling shots, a useless photographer like me aims and shoots as and when he can!