Explore it, Feel it, Live it ...
In a couple of week's time in Guatemala City! the hosts of the Winter Olympic Games in 2014 will be announced.
The front runners are Salzburg in Austria, Pyeong Chang in South Korea and Sochi in Russia.
Turin in Italy, of course, hosted the last winter Olympics which might mean nearby Salzburg is up against it. With the coming Summer Olympics to be held in China, it could just be the turn of Sochi.
And now we are on the theme of slogans and we like that of Sochi: 'Where the Black Sea meets the White Snow'.
Straight to the point. At least you know where you are in comparison to the ubiquitous 'live it! feel it! do it! genre filling the global satellite channels and a hotel room near you at the moment.
Nike got their first with their revolutionary 'Just Do it' campaign a long time ago now, so it is with great disbelief that the our very own Italy has proposed just the same in a new country level tourism initiative.
The luscious ad certainly catches your attention, but just as you are expecting to be sold electricity shares the payoff appears: 'Italy, a land of earth, water and poetry. Explore it, Live it. Feel it, Italia.it'.
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