Poor Marketing

I find the new VisitBritain campaign with its "[Something] is Great Britain" very, very good.

However, the international campaign is more so-so.

If the German version works a bit (same grammatical pattern):

The French version is utterly disappointing:

I understand that someone must have wanted to centre the campaign on Great Britain, but since not everybody in these countries necessarily knows the translation for "Great Britain" in their native languages (not everybody learns English - though it's the current global communication language), then the obsession with the Great Britain part of the ad is odd (at best).

It really looks as if they didn't want to pay someone to find slogans that would work in the different countries that were being targeted.

I’m sure a good ad wizard could come up with good slogans in foreign languages.

Let’s take the German one:

Natur

ist

Großbritannien

It could work.

Let’s give it a try with the French one:

GRANDE

CULTURE

GRANDE

BRETAGNE

I can’t make up my mind and say if the international campaign is plain badvert or just poorvert.

I’m afraid I’ll lean towards badvert after mentioning that this seems linked to “Cool Britannia”.

Who’s the weird… person who came up with that silly, 1p pun? [I do know who did – I do my research, but there was no reason to spread it and keep it]

The international campaign looks like a cheap and hasty recycling of a decent campaign.