Thank you for this article from Simon Anholt, the guy who came up with “Korea, Sparkling” in the first place. It explains a lot, and I couldn’t agree with it more. Perhaps it’s explanation, perhaps backpedaling? Who knows? Perhaps he designed a tourism branding slogan that got mutated by suits into a monster much bigger than its creator?
In any case, the campaign ain’t working, as campaigns like this never do. The Korean National Tourism Organization can keep my fee.
11/10/2008 at 2:08 am Permalink
Might want to add a link to the article!
11/10/2008 at 3:58 am Permalink
Thanks! Corrected! Don’t know where my head was!