By writing the headline in French – with a translation underneath – I got high readership, and differentiated France from other tourist destinations. Tourism advertising works well in magazines, but it can work even better on television. Doyle Dane Bernbach’s commercials for France were enchanting. I particularly remember one which sought to persuade American tourists to visit the French provinces. ‘When you’ve seen France, you will never go back to Paris.’ I believe that charm works well in tourism advertising. And differentiation. If you write your headlines in French, everybody will know you are advertising France. 1 Two Frenchmen were driving through the Cotswolds in England. One said to the other, ‘You must admit this is a very beautiful country.’ ‘Yes,’ replied his friend, ‘it is beautiful. Thank God they can’t cook it.’