Branded
Running a country is a lot like managing a business: Reputation is everything. So, what can you do if your national image has been sullied -- whether by war, drugs, or just bad neighbors? Break out a new branding campaign.
The slogan: "The Winner Is Georgia"
The architect: Bahrain office of London's M&C Saatchi
The pitch: Georgia lost decisively in its short war with Russia last summer, but don't tell that to the government's PR people. "The Winner Is Georgia" campaign pits the country against other nations -- Georgia vs. France, Georgia vs. China, Georgia vs. Australia -- and asserts that when it comes to the best place to do business or to visit, Georgia wins -- even if not on the battlefield.
The slogan: "The Winner Is Georgia"
The architect: Bahrain office of London’s M&C Saatchi
The pitch: Georgia lost decisively in its short war with Russia last summer, but don’t tell that to the government’s PR people. "The Winner Is Georgia" campaign pits the country against other nations — Georgia vs. France, Georgia vs. China, Georgia vs. Australia — and asserts that when it comes to the best place to do business or to visit, Georgia wins — even if not on the battlefield.
The slogan: "Korea, Sparkling!"
The architect: New York’s BCA Marketing Communications
The pitch: In October, South Korean President Lee Myung-bak voiced what many of his citizens privately feared: Their neighbor to the north, Kim Jong Il, was tarnishing South Korea’s reputation among tourists and investors. So, to counter Kim’s moves, South Korea’s spin doctors are pushing an effervescent new slogan to win over skeptics: "Korea, Sparkling!"
The slogan: "Colombia Is Passion"
The architect: Independent consultant David Lightle
The pitch: Cocaine trafficking, guerrillas, and assassinations color much of the world’s view of this war-scarred nation. But as the country’s civil conflict winds down, the Colombian government wants its rep to be among the first things to change. The solution? Play up the people’s passion "for life, for family, for nature, and… for peace," according to the campaign.
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