DIARY: Rant - Time are getting tough ... you'll see what I mean shortly

<p>The Hong Kong Arts Festival 2002 programme fell out of my letter </p><p>box recently, as I'm sure it did from maybe a million others across Hong </p><p>Kong. </p><p><BR><BR> </p><p>Adorning the hugely expensive back cover is the accompanying </p><p>advertisement for Rolex. </p><p><BR><BR> </p><p>As you know, the prestigious Swiss chronometer company (these aren't </p><p>just "watches" baby!) represents wealth, sophistication, exacting </p><p>precision, and attention to the most minute of details. </p><p><BR><BR> </p><p>Oh, and also glaring inattention to the most basic of English grammar </p><p>rules. </p><p><BR><BR> </p><p>There, above a stylish black and white photograph of singers Tony </p><p>Bennett and Diana Krall, whose voices presumably sound like pure gold, </p><p>is the headline "There are time when it isn't silence that is </p><p>golden". </p><p><BR><BR> </p><p>A minor mistake? </p><p><BR><BR> </p><p>Not really, especially when you know how many people an ad like this has </p><p>to pass through before it can get the official sign-off. </p><p><BR><BR> </p><p>And especially for the prime back cover of a city's Arts Festival </p><p>programme that will be kept on people's desks and referred to for </p><p>another four months (just what poor Hong Kong, struggling so hard to be </p><p>Asia's world class city, doesn't need). </p><p><BR><BR> </p><p>Because for an articulate, affluent and educated audience, the very </p><p>people Rolex clearly considers its prime market, you can imagine what </p><p>this does for its brand. If I was Tony Bennett or Diana Krall, I'd also </p><p>be more than a little miffed. </p><p><BR><BR> </p><p>Time like these, you need a new head of marketing ... </p><p><BR><BR> </p><p>Whoever you are, and whatever you want to get off your chest, send your </p><p>rants to rant@media.com.hk, and we'll print them anonymously. </p><p><BR><BR> </p>

by | 12/14/2001