When you advertise a foreign country, illustrate things that are unique to that country. This marvelous copy was written by Bob Marshall. Click here for hi-res image and text. Perhaps the most important factor in the success of tourism advertising is the subjects you choose to illustrate. My advice is to choose things that are unique to the country concerned. People don’t go half the way round the world to see things they can equally well see at home. If you want to persuade the Swiss to visit the United States, don’t advertise ski resorts. If you want Frenchmen, don’t advertise American food. Some countries are afraid that foreign tourists will mess up their cultural environment. Some years ago a prayer was read from the pulpit