Marketing isn’t everything, but it is something.
As for what that something actually is, well, it’s a bit of a mystery.
Not the kind of Agatha Christie deal where all of the suspects are gathered together, (like some flock of frightened sheep watching the wolves circling as they look for the weak one), in the drawing room of some dreamy (in the nightmarish kind of way) castle as the detective begins to spell out the really bizarre story of how the German archaelogist secretly fell in love with the Spanish fly fisherwoman, who neglected to tell him about her secret affair with King Ludwig MCM, or her illegitamate child, Bastard King Ludwig MCMI – so WOEFULTOURIST won’t spoil the ending for those who haven’t read the movie, as yet.
After all, if it’s good enough for Dame Agatha, it’s good enough for him.
As for marketing, he prefers the large, full service ones as opposed to the small mom and pop chains.
Sorry, but variety is king.
Although, it too, is not everything.
Location used to be everything.
Then cost took over and remained the headliner for everything, until it too was replaced by something, although WOEFULTOURIST is not privy to exactly what that thing actually is.
Only that the current everything/something is not marketing.
Well, that’s something at least.
The reason that WOEFULTOURIST has spewed forth about “something” – in this case, marketing, is because it’s very appropriate, especially when it comes to Amsterdam and Brussels.
Why those two fine cities?
For whatever reason, Amsterdam has been able to market itself as a hip, cool, fun place to be; whereas, Brussels finds itself being seen as home to a hard working, nose to the grindstone, beer loving, chocolate loving populace.
Which, for the marketing people of Brussels was just not enough.
Rather, they longed to become the hip, cool and fun place to be that they really weren’t.
So they had to come up with a marketing scheme to try and make it happen.
And then it hit them like a waffle dropped from the top of a ten story bar of chocolate.
Why not just take away some of Amsterdam’s hype by stealing, er, co-opting their successful marketing campaign.
The biggest of which is known as “I amsterdam”.
This iconic sign is located on Museumplein, just behind the Rijksmuseum, in Amsterdam.
No one except the Amsterdam marketing firm that came up with the slogan really knows what it actually means, and no one really seems to care.
Because all that does matter in marketing circles is success.
And the “ I amsterdam” campaign is so successful that one of the must do things in that fine city is to pose on top of, next to, in front of, or in side of the larger than life letters which compose the message.
So the Brussels marketers decided to outdo their Amsterdam counterparts at their own game.
They came up with their Brusself’s version and called it, “be.Welcome” – where the “be.” refers to the internet abbreviation for Belgium.
Got it?! “be.” is for Belgium, while “Welcome” is for “welcome”. In essence marketing Brussels, Belgium as the more hip, much cooler “Belgium, welcome” – with Brussels itself getting lost in the truffle, so to-speak.
And then for good measure, the marketing geniuses had the sign placed on the outskirts of town, in a park where everyone who is there, has come to see something other than the sign.
Brilliant marketing strategy as far as WOEFULTOURIST is concerned.
And being someone woefully ignorant of what brilliant marketing strategy actually refers to, that’s as good of a recommendation as one can expect.
Still, it seems the right thing to say when one doesn’t really know what one is talkng about.
Which for WOEFULTOLURIST, seems to occur more often and not.
That’s something, at least.