The classic summer theme returns, one of course I would be sensitive to: the annual fight for towel space between the Germans and the English – a perennial theme that the marketing departments know will attract interest, get customers smiling, and thus hopefully add affinity. Beer companies have used this ploy in England, German comedy writers have reacted, so now who better to jump on the bandwagon than a holiday company.
When I first saw this towel, I thought this is really throwing petrol on the fire and a deliberate attempt to wind up Brits. The towel tells pot-bellied lobster-red Brit holidaymakers that the sunlounger is occupied. Or does it? No. Because it’s in German.
We have a similar situation to the Postbank mistake in my previous post. Brits won’t know this word. If anything they’ll think it looks like “bell-end” – not a compliment in the UK (=idiot, uncultured oik, one who behaves inappropriately, sometimes in a humourous fashion).
So I have no criticisms. Carry on L’Tur. May the Germans fight themselves on the beaches. But still, I look forward to more battles in the future and interesting marketing tricks to occupy customers in the summer.