Here’s a slogan for you
Emirates airline is taking a new direction with its advertising, apparently. No doubt it will spend a fortune in the process, but why bother? Sam Potter will help for free.
July 28, 2010 5:42 by kippreport
In the UK, I read a great article about the tendency for cities and counties to get themselves “sloganized.” The Independent printed a map of the UK and included all the slogans – the map is not available online but they have a list. For the most part it’s a harmless affair; what’s not so amusing is what local councils and tourism boards, spending public money, paid for some of these.
The perfect example is Leeds, in the north of England. A few years back, with much fanfare, the city proudly unveiled its own new slogan: “Live it. Love it.” The cost of the project was in the region of $230,000, a good chunk of which went to one of the city’s ad agencies. But it turned out to be money poorly spent – days after the unveiling those behind the project were humiliated when somebody pointed out that the slogan was the same one used by Hong Kong a year or two previously.
Of course it would be cynical to suggest that the agency stole the slogan, so we’ll just assume that they arrived at the slogan independently – as they claimed. Either way, the ridiculous notion of trying to brand a city was highlighted by the debacle, at a cost of close to a quarter of a million dollars.
I wonder if Emirates will spend that much? Maybe I can save them some cash. The new slogan could be any of the following:
“Emirates: Just like all the rest.”
“Emirates: Doubling prices from Dubai since 1985.”
“Emirates: Because Terminal 3 is a bit nicer than the others.”
Or they could just use an online slogan generator. Either way it’ll save some cash and probably be just as (in)effective.
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