DES: Blackpool, the English seaside resort in Lancashire, has just launched a YouTube video aimed at attracting visitors from France.
TINA: A brave attempt that's sadly destined to fail - both for the French as well as for the Brits - at home and abroad.
DES: And the main reason?
TINA: The wrong cultural code. You see, the code for Blackpool is: 'Electric-City'.
DES: A code that has powered the most successful British resort for over 100 years.
TINA: But now in this new 21st century, Blackpool needs its code updated.
DES: We discussed this very point during our creative conversation back in May 2007.
"When your destination brand idea is off-code - you're off-track"