We’ve been writing about nation branding quite a bit, but here’s a ridiculous story involving tourism and city branding. Thanks to a settlement, the city of Huntington Beach can officially call itself “Surf City USA.”

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The winning entry in the Times of London’s contest to find a motto for Britain—“No motto please, we’re British”—is equally as funny as the winning slogan in the Washington Post’s Style Invitational competition to create mottoes for countries around the world—“England: Lie Back and Think of Us.” If you’re not an Englishwoman from the Victorian Era, you may be wondering why that’s funny. Try this. 

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Great for anyone interested in Roswell. Not so much, apparently, if you’re trying to convince others to visit your state. At least that’s what some key players in New Mexico tourism are saying about an ad campaign centered on not-so-cuddly aliens. 

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The latest focus of Brand That Nation!—our tip sheet for countries that may or may not be considering new branding campaigns and that just might want to improve their image in the U.S. travel market, where simple, easy-to-remember slogans are key: Singapore.

Location: Southern tip of the Malay peninsula in Southeast Asia

Capital: Singapore City

Noteworthy factoids: Durian fruit is not allowed on public transportation. Also, Singaporeans hold the world record for the most people exercising simultaneously while wearing green.

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Oops. An advertisement (pictured) developed by the BCF agency of Virginia Beach for the Virginia Tourism Corp. features two hands coming together to form the shape of a heart, a playful reference to the state’s long-time slogan, “Virginia is For Lovers.” The gesture, however, is also associated with the Gangster Disciples, “one of the most violent of four African-American gangs that hang out on the south side of Chicago,” according to an FBI report. The FBI also notes: “They are known for their violence and the distribution of crack cocaine.” Apparently Virginia does not want to associate itself with gun play and illegal drugs, and thus will be removing the image from its new “Live Passionately” campaign, according to the Virginian-Pilot. 

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Germans, as many travelers will attest, are everywhere. With their mandated multiple-week vacations and desire to see the world while sometimes wearing dark socks and open-toed footwear, they are among the world’s most avid travelers. And, according to the German government, that helps make them excellent candidates to “pester staff in ­foreign airports and hotels about human rights concerns.” German foreign ministry’s human rights envoy Günter Nooke said so this week, according to a Financial Times story by Hugh Williamson. Nooke had a lot of ideas for the estimated 44 million Germans who travel abroad each year. 

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Of course we all want highway signs to be easy to read, and thanks to the efforts of Don Meeker and James Montalbano, two designers profiled in a terrific New York Times Magazine story, that may soon be the case throughout the United States. The duo developed a font called Clearview, which, writes Joshua Yaffa, “is poised to replace Highway Gothic, the standard that has been used on signs across the country for more than a half-century.” Clearview will allow drivers to read signs a few seconds earlier, particularly at night, which can make all the difference safety-wise. At the same time, the change of font will have an enormous effect on the image of the United States. 

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Everyone knows how important nation branding can be in developing strong tourism economies. Witness the success of New Zealand (it’s pure! Froddo lives there!) and Spain (wacky parks! Miró! tapas!). Without a strong brand, a nation’s reputation is vulnerable to the whims of pop culture (holiday in Kazakhstan, anyone?). Sadly, not every country has the resources for nation branding. Other countries simply need fresh ideas. For them, we launch Brand That Nation!—an irregular feature that will act as a sort of tip sheet for countries that may or may not be considering new branding campaigns. Note: While our tips may work everywhere, they’re designed especially for the U.S. market, where simple, easy-to-remember slogans are key.

Official name: Republic of Suriname

Population: 438,144

Capital: Paramaribo

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Ooh. It’s seems racy, but, when you think about it, it’s really not, just like Las Vegas’s current hall-of-fame marketing slogan: “What Happens Here, Stays Here.” Las Vegas isn’t getting rid of what might be the most successful tourism slogan ever. According to the AP, it’s just looking for a complimentary slogan. If Las Vegas should ever tire of the “What Happens Here...” campaign, we might see the new slogan take its place. Or, maybe the city will turn to one of the many suggestions that have popped up in the last few years.

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New passport rules and a strong loonie are keeping many Americans away—there’s been a 34 percent decline in U.S. visitors since 2000—but also the perception that Canada isn’t exotic or adventurous enough. In fact, according to a study by the Tourism Industry Association of Canada that tracked U.S. perceptions of travel to Canada, many Americans in their 20s and 30s (American newspaper editors apparently have feelings about this, too) call the country an “average” or “boring” place to visit. C’mon, fellow American twentysomethings and thirtysomethings. Give our northern neighbors some love. I’ve snowboarded the Canadian Rockies, seen moose and elk wandering through Banff, watched the Saint John river go in reverse, kayaked in Nova Scotia, quaffed Canadian beer and touched the Stanley Cup, and I know what anyone who’s explored even a little of Canada knows: It’s plenty adventurous and exotic. So what’s the problem? Branding, apparently. 

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Sin City spent $52,158,800 in advertising in 2006 to lure travelers to the desert, almost tripling the outlay for the runner-up on the list, Puerto Rico. Texas, Florida and Arkansas round out the top five. Brandweek has a list of the top 25. (Via Jaunted)

Related on World Hum:
* Who’s ‘the Official Corporate Sponsor of Airport Paranoia’?
* Selling Israel: A Land Rich in Holy Sites or Hot Babes in Tel Aviv?
* Australia’s ‘Bloody’ Success

That’s the question vexing those debating how to market the nation to tourists. Interestingly, an Israeli consular official recently invited a camera crew from Maxim magazine to photograph a bikini-clad model in Tel Aviv, arguing that the best way to improve the country’s image among young men was with “good-looking women,” the official told Newsweek. Others insist that Biblical sites set Israel apart and should be emphasized. Which raises the question: Can you sell Holy sites to would-be religious tourists and secular good times to Maxim readers at the same time? 

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