No one knows quite like ad agencies, how important every single word can be. We give extensive thought to every word and phrase. We choose words carefully because what we’re writing has to be descriptive yet concise. It has to impress the reader even though we’re writing for a wide audience with differing levels of reading comprehension. We also consider pace, cadence and alliteration, especially if we’re writing a script that will be read by professional voice talent.
So far in Mikula-Harris’ 30 year history, our choice of words in an ad has not caused an international incident. That was not the case when Turkey recently launched a tourism campaign. To most Americans, the TurkAegean campaign seems harmless. It’s a made up word formed by combining two others, like advertorial or frenemy. Not to mention, Turkey’s west coast is on the eastern side of the Aegean Sea. In some parts of the world where centuries old disagreements exist, a single word can cause tension. The campaign stirred up old feelings about control of the Aegean.
Not only has Mikula-Harris avoided causing any geo-political tension, we actually helped ease some. Well, actually they’re more local, but still passionate positions that needed to be handled deftly. While doing a tourism branding project in West Virginia, we learned that the county that hired us had three distinct areas. One was the county seat where most of the local commerce was located. Another was an area known as the Lost River Valley. It’s a picturesque region with mountains, rolling farmland, and a few high-end B&Bs. The third was a small but growing town that was located on a busy road that a lot of visitors traveled on their way through this county to nearby ski resorts. In this small town, some local businesses had recently popped up using the name Lost River. That did not sit well with the purists in the Lost River Valley. It wasn’t truthful and genuine, they thought, since the town was literally on the other side of a mountain and thus not located in the valley. After assessing the big picture, we advised the client that visitors are not concerned with artificial boundaries like town or county lines and most certainly do not care about what constitutes a valley. We assured them all that with the town serving as a gateway to the Lost River Valley it genuinely helped support and promote the brand. We saw it as a win-win. A few months later at a wonderful dinner at one of those charming B&Bs, a group of local business owners from both the valley and the nearby town all dined together and actually raised a glass to toast Mikula-Harris as the peacemaker. All they needed was an outside expert with no pre-conceived bias, to point out that they’re stronger together. That branding work won some awards, yet the Nobel still eludes us.