scenes of South Dakota. One of the Senators from that State was on the Senate Committee which voted the advertising budget. When we took over the French Government’s tourism advertising in the United States, the French politician who was our client was not on speaking terms with the brilliant cabinet minister who was his boss, and we got caught in the middle. For 24 countries, foreign tourists represent one of the three biggest sources of foreign exchange, but the majority of foreign governments fail to give their departments of tourism enough money to advertise. This is true of Germany, Italy, Holland, Spain, Belgium, Scandinavia and scores of others. The exceptions are Canada, Britain, Greece, Ireland and some of the Caribbean islands. For a few years Congress voted a niggardly appropriation for the US Travel Service, but before long even that dried up. Sometimes you will find it advisable to change the image of the country you advertise. My beloved Puerto Rico had the most unfortunate image of all. Research revealed that Americans who had never been there believed it to be dirty, ugly and squalid. When our advertisements showed it as it really is, beautiful and romantic, the tourists arrived in droves. When you advertise countries which are little known, it pays to give the reader a lot of specific information – as in this newspaper ad for Singapore.