What’s in a Slogan?

“Welcome to Scotland.”

Is that slogan really worth $250,000?

It may be better than the one that came before it: “The Best Small Country in the World.” But is that simple phrase, which will be used to market the country to tourists, worth a quarter-million dollars?

At least one local marketing guru doesn't think so.

Burns Marketing Communications announced recently it was opening its doors to clients overseas after noticing what the business calls an absurd marketing trend, with countries and firms spending six figures for lame slogans such as Scotland’s new one.

“We had some spare time on our hands and we saw this price tag and slogan . . . ‘Welcome to Scotland.’ How could you possibly present this to a client for $200,000?” said Mark Burns, owner of Burns Marketing Communications. “It's a heck of a deal.”

Earlier this year, London raised eyebrows when it unveiled the Olympic logo for the 2012 London Games, which includes several shapes in bright pink with sharp angles and abstract forms reminiscent of the new Denver Art Museum. The cost for the head-scratching logo: $800,000.

A joke, said Burns.

In its own mocking marketing ploy, Burns Marketing, looking to capitalize on this trend, is offering a tongue-in-cheek one-time-only special to any country's office of tourism. For half the price of the Scotland deal, $125,000, Burns Marketing will develop custom slogans that are guaranteed to bolster any country's tourism dollars. A few examples include:

“Come to Italy”

“Visit Germany”

“Come to Romania”

“Visit Norway”

If successful, Burns said his company will also open up shop in Asia by offering a similar program.

“Visit Japan”

“Come to China”

“Visit Korea”

“Come to Thailand”

Recently, New York City ditched its famous “I (heart) New York” and changed its slogan to “This is New York City.” The slogan is part of the city's $15 million annual marketing plan to attract 50 million tourists by 2015.

“This is along the lines of Scotland's,” Burns said. “I think there is brand equity in ‘I heart New York.’ But people get tired of their own thing, even if it’s good. I would have stayed with the old one.”

Back home, Northern Colorado has seen its share of new branding. Both Greeley and Fort Collins rolled out new slogans and marketing campaigns.

Fort Collins is now “Where renewal is a way of life.” The price tag of those seven words, a measly $80,000. That's only $11,428 per word. And Greeley's new slogan is "Great. From the Ground Up."

That cost the city and private partnerships $76,000.

Burns actually had pleasant things to say about Greeley's choice.

“From a price standpoint, it's in line,” he said. “For a city to have a slogan, it's got to be all inclusive but yet still have pizazz.”

As of Thursday, Burns said he hasn't received any overseas inquiries for his services but is waiting next to the phone.

“We can't wait,” he said. “We are even staying open over Christmas to make sure we get the call.”