Such is the cachet of the UNESCO World Heritage List that
campaigners and marketers seem find its use irresistible to draw attention to
their pet project.
Perhaps inspired by last month's Facebook campaign to
register an overturned van in Cornwall inscribed as a world heritage site,
Belgian ad agency Air has launched a marketing campaign for Belgian Rail
premised on a tongue-in-cheek petition to give world heritage status to the
Belgian traffic jam. Certainly, the case for such a designation appears strong:
Brussels and Antwerp
reportedly have the worst traffic anywhere in Europe or North
America, topping even notoriously traffic-choked Los
Angeles.
Whether or not the mock campaign succeeds in getting more
people out of their cars and onto Belgian Rail remains to be seen, but at a a
minimum it helps to reinforce the profile of UNESCO and its World Heritage
Centre.
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