The country of Colombia is spending some $5 million to re-position its brand and attract American tourism dollars. Their tagline? "Colombia es Pasion" (Colombia is Passion).
Now, Colombia is many things to many people, but passion isn't exactly the first word that would pop into this blogger's mind.
Colombia's general manager for country image (great job title, btw) says the "Pasion" timing couldn't be better since reality lags behind perception. I'll say it does. Colombia is passion? Colombia is drug cartels. Colombia is decadence, death and despotism. Colombia is the birthplace of the Western Hemisphere's massive drug problem. Good luck attracting newlyweds to an all-inclusive honeymoon in Bogota. "Honey, it all comes down to snorkeling in the Turks & Caicos, a week touring the South of France or fun, sun and guns in Colombia. What would make you happiest? Really? Dodging bullets and touring cocaine manufacturing facilities in Colombia? Ok. You got it."
Just once, I'd love to see countries, companies and celebrities use some semblance of reality in their taglines. For example, how about:
– Sarah Palin: "Unprepared and loving it!"
– General Motors: "Spending $1 billion a month more than we earn"
– Barack Obama: "Saying nothing and meaning every word"
– Alan Greenspan: "Dead wrong, but too old to care"
– McDonald's: "Expanding your waistlines as your wallets constrict"
– The U.S.A.: "You think 476 A.D. was something? Watch this empire flame out"
Got some suggested taglines you'd like to share? Have at it.