German tourism to ‘confront’ negative image
The German National Tourist Office is to re-think its UK marketing after research confirmed that Brits have a less-than-favourable image of the German people.
True to stereotype, three focus groups in London and Manchester regarded Germans as ‘humourless, rude and dull’ while the image of the country – largely shaped by consumer products and brands – was one of ‘efficiency’.
On the positive side, the people were also described as ‘smart and modern with a good command of English’, while ‘nightlife, excellent infrastructure, culture and cheap shopping’ were plus points for visiting Germany.
The research also revealed that most kids pick up information on Germany during school history and German lessons and through television. We also identify with them through football rivalry.
A tourist board spokeswoman said the results “highlighted a lack of knowledge.”
“The large majority of the perceived characteristics are based on stereotypes rather than first-hand information and personal experience,” she said.
The GNTO is now set to use the results to shape its future advertising.
UK and Ireland regional director Udo Grebe said: “It will provide us with useful information for future projects and activities. We view the findings optimistically and I believe humour can play a key element in our communication with customers.
“We will aim to confront stereotypes with a dash of self-deprecating humour, creating a more approachable image.”
The research emerged as Germany turns to one of its chief sporting adversaries as it prepares to launch a pre-World Cup ad campaign.
It is using Geoff Hurst to endorse the country’s diverse attractions through a series of posters on the London Underground featuring slogans associated with England’s famous win in the 1966 World Cup Final.
One has Hurst showcasing the product with the slogan ‘Germany. So much to see, you may need extra time’ while another has the goalscoring legend proclaiming ‘They thought it was all over – but it was only the start of my love affair with Germany.’
Hurst, along with captain Bobby Moore and Martin Peters, the scorer of England’s other goal in the 4-2 win, all played for West Ham United at the time, prompting claims that the Premiership high-flyers actually won the World Cup.
Report by Steve Jones
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