Spend a bit of time flipping between rolling news channels (and visiting affiliated websites) and you’ll note that during commercial breaks, a global race is on to woo tourists, win investment and get businesses to relocate or expand to sunnier destinations. Bahrain and Morocco seem particularly big on getting companies to think Manama or Casablanca for their next logistics centre.
As the world shifts out of the pandemic, some countries have bolted out the door, fully dressed for work, neatly coiffed and all set to meet and greet. Others are still in their slippers and sweatpants, and only dressed smartly from the ribcage up because it’s so comfy at home and life, after all, can also be lived on screen. Or can it? The big spenders in pan-regional media want the world to get on a plane and think about how their nations fit into a new world of consumerism and multi-hub management. Japan, South Korea, Indonesia, Botswana and many more are aggressively touting their natural and artificial assets to attract the remotely interested.
Then there are those who devour airtime by doing rather than paying for the pleasure – in this case, Denmark. With the wave of a pen or perhaps a tap on the return key, prime minister Mette Frederiksen not only shifted her nation out of coronavirus mode but also generated hundreds of millions of euros (is that billions of Danish krone?) in free media by being the first European nation to make a fully aligned, confident, “we’re getting back to where we were this time two years ago” move to normal.
Despite rocketing case numbers, Copenhagen (pictured) kicked off its fashion week with measures dropped and no need to co-ordinate masks with ensembles. Meanwhile, another nation with a red flag featuring a white cross (yes, that would be Switzerland) stumbled on Wednesday when it dropped its contact-quarantine rule, moved work from home from mandatory to a recommendation and then put a series of other measures out to the cantons and industry bodies for two weeks of consultation. Rather than creating a moment of excitement for the nation and taking a lead from the Danes, the men and women in Bern dithered and disappointed. And not to miss an opportunity, Brand Denmark will be all over our screens again shortly when season four of Borgen is back.