What Does Monaco Want?

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Rather than relying on an uninteresting photo like the folks who designed the Ecuador ad, the people in Monaco (called Monégasques) came up with an ad based on postage stamps, which is ironic because Monaco has been called a country that is the size of a postage stamp. It’s an original and interesting idea.

When I perused the stamps, I noticed that one of them was an Australian stamp. What’s an Australian stamp doing in an ad for Monaco?

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A Google search for Wollemia Nobilis reveals that it is a very rare and very old tree discovered in Australia in 1994 that has been called a “living fossil.” More searching revealed that a Wollemia Pine (as they are known) was planted in Saint Martin gardens in Monaco Ville. A subsequent search explained that “Monaco-Ville, also known locally as ‘le rocher’ or ‘the rock,’ is one of the four traditional quartiers or quarters of Monaco…”

Somehow, American readers were supposed to see the Australian stamp and make the association.

The voluminous copy goes on about Monaco’s “deep and longstanding commitment to the world’s natural environment” and then goes on and on and on, hitting all the buzzwords, like “environmental stewardship,” “protection of natural resources,” “sustainable development,” “climate change,” ad nauseam.

The call to action at the bottom of the pages tells us we can visit http://www.PA2F.org (a site devoted to The Prince Albert II of Monaco Foundation) or http://www.visitmonaco.com. Since there isn’t a word about tourism in the ad, it’s as if they threw in the tourism site as an afterthought.

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