Trouble in paradise. A new tourism slogan for the country of Mauritius is attracting considerable controversy in the local press there.

The Mauritian tourist board has replaced its old strapline (’Mauritius –  Unforgettable experience’) with a new one: ‘Mauritius – C’est un plaisir’. The new branding, apparently designed to reflect the island’s French cultural influence, has been greeted locally with “perplexity and scepticism”, according to journalist Bhishmadev Seebaluck.

There is incredulity at the cost. The slogan was dreamt up by London-based marketing agency Acanchi for a reported 31m Mauritian rupees (£625,000). That works out at almost £50,000 per letter.

Apparently Fiona Gilmore, a director at Acanchi, appeared on Mauritian TV to defend the branding. She said that the actual slogan was just 5pc of the entire marketing campaign, or “the tip of the branding iceberg,” said Mr Seebaluck.

Sean Carey, an anthropologist who writes extensively about Mauritius, said that ‘C’est un plaisir’ is “weak and bland” and “too slippery and ambiguous” to be effective.

But how does the Mauritius tagline compare with other countries’? A quick trot around the internet shows that Mauritius does not have a monopoly on meaningless straplines.

There are two distinct camps in the tourism slogan arena. The most common uses a two-word structure, prefixing the country with a simple adjective or verb; Amazing Thailand, Enjoy England, Incredible India, Magical Kenya. These words appear to be totally interchangeable. I very much doubt, for example, that visitor numbers to India and Kenya would collapse if it was India that was Magical and Kenya that was Incredible.

Then there is the ‘pithy phrase’ camp; Brazil – Sensational!, Seychelles – Another world, Germany - Simply inspiring, The Kingdom of Swaziland - A royal experience, Hawaii – The islands of Aloha, and (an oldie) Australia – So where the bloody hell are you? Again, largely meaningless.

Some countries try too hard to be clever. New Zealand’s new wink-wink-nudge-nudge slogan is ‘Go all the way’, which is a clear attempt to sex up one of the world’s more staid countries.

Others are unintentionally hilarious. I am sure that the Colombian tourism ministry did not see the double meaning when it settled on ‘Columbia – The only risk is wanting to stay’.

Bearing all this in mind, Mauritius’s little French slogan doesn’t seem so bad.

Tags: Interesting News, Strange News, Weird NewsMore Daily News Tweet This Digg This Save to delicious Stumble it RSS FeedLeave a ReplyClick here to cancel reply.

Name (required)

Mail (will not be published) (required)

Website

TrackbacksLeave a TrackbackRecentCommentsPopularTags LEGO Starcraft Battle CruiserApril 7, 2010 18:04 LEGO Trucks Looks So RealMarch 22, 2010 17:03 Diamond Boxing GlovesMarch 15, 2010 23:03 Footprints Of Dinosaurs In BoliviaMarch 12, 2010 10:03 Gas Masks For Dogs From The Cold War PeriodMarch 10, 2010 13:03 Trackback:Kylie BattTrackback:Kylie BattTrackback:Kylie BattTrackback:Kylie BattTrackback:Kylie BattOlder »AmazingAnimalsBlack And WhiteBlack And White ArtBlack And White PhotographycoolFunInteresting NewslegoNaturePhotographySexyStrange NewsWeird NewsWorld Advertisement Worldwide PopularTags2009.AmazingAnimalsArabianBlack And WhiteBlack And White ArtBlack And White PhotographyBody ArtCamel SpiderChristmas OutfitscoolCorruptDark Artdrawing artistemotionalFunGothic GirlsHell on EarthHistoriesHorsesImportedintelligenceInteresting Newsjusi LipslegoLipsMonsterNationsNaturePhonePhotographyPlasticinePoint lineProduceRosesexSexiest WomenSex OperatorsSexyStrange NewsUnique IslandsUnusualWeird NewsWomenWorldRecent CommentsKylie Batt on The Amazing Underwater River in Cenote Angelita, MexicoKylie Batt on No Child’s PlayKylie Batt on Interlocking LEGO Rings For People In LoveKylie Batt on The Amazing Underwater River in Cenote Angelita, MexicoKylie Batt on No Child’s PlayKylie Batt on Interlocking LEGO Rings For People In LoveKylie Batt on LEGO Trucks Looks So RealAdvertisementArchivesApril 2010March 2010February 2010January 2010December 2009November 2009October 2009September 2009August 2009April 2009March 2009February 2009January 2009December 2008November 2008September 2008August 2008July 2008Advertising

Subscribe

Subscribe to RSS or enter you email to receive newsletter for news, articles, and updates about what's new.

Read Full Story ...