Anyone running a business needs to generate promotional writing. I certainly do. My challenge is to get beyond fluff and use concrete descriptions to help travelers smartly navigate all the superlatives that are busy trying to hook us.
I was recently wading through some tourist propaganda about a region I have never appreciated much, and it occurred me how much I disdain promotional writing that says nothing. The passage below is typical of the raw material I need to dredge through in my work. (And then they cap it all with a reference to UNESCO, which long-time readers of this blog know is one tourism brag that makes me turn the other way.)
The passage I’ve excerpted below is the kind of writing that turns tourist brains to mozzarella and eventually causes them to stop reading anything. (Many locals understand my frustration. In fact, the Italian phrase for this kind of prose is aria fritta — fried air.) And this is the kind of writing that inspires me to have every sentence I write say something of value. I changed the place names here. But you could drop in names from just about anywhere in southern Europe and this is what you’ll find:
Emaginella: A Treasure Chest of Art and History The most pleasant surprises are often the most unexpected ones and there is no greater surprise for the visitor to Emaginella than to discover how much beauty lies in its art cities: cities where hospitality reigns supreme and where a warm welcome is not just a slogan. Cities where you can find accommodation to suit every need from the charming historical residence to the farm holiday, from the luxury restaurant to the small country inn. Where it is possible to marry the pleasures of the spirit to those of the palate, where you can tickle your fancy for shopping and move from one town to another in a short space of time. The art cities of Emaginella, the geographic and historic crossroads of Mediterranea, have defended their past and preserved art treasures in their palaces, in their churches and in the collections of which are now proudly shown to the public. The whole region, from Rimshot to Placencha, is a limitless work of art. Imagine a large finely embroidered tapestry where each inlay is a village, a fortress, a city. It is impossible to explain the beauty of these places. The emotions that you feel standing in front of a fresco or a mosaic or entering the shadowy darkness of a Romanesque cathedral can only be experienced at first hand. Imagine yourselves in Mortadellaville, one of the most beautiful of all Mediterranean cities, walking along the medieval city center streets following in the footsteps of Montesquieu, Goethe, and Byron. Mortadellaville is the heart of the region, a city of porticoes and medieval views, of towers and the oldest university in Europe. Then there is Biscottua with its Duomo that the historian Le Goff defines as “one of the most beautiful examples of Romanesque in Europe” and that UNESCO has named as “Heritage of Mankind.”
And on and on…
I was surprised that Rick’s carefully composed, illustrative and informative comments about Padua received relatively little feedback. Does it correlate with Boomers, X’ers and Y’ers not being at their pc’s late in the work week? With their plans to travel to less touristy places than Italy? With decisions to not travel until the volcano settles down? With lack of interest in the places to stay, eat and see mentioned? Customers are fickle.
I’m surprised they didn’t throw in a ‘Patroncino’ and the Mayor to boot! It’s probably just translated (and note even with google translator)…And then, there’s the 18th c. Italian idea for marketing communications that the more words the better… FMaggi Burnt by the Tuscan Sun
Agreed on lame promotional writing that is nothing but hot air, but I’m shocked that you don’t like Emilia-Romagna very much. For the food alone it is worth it and for me Parma was every bit as interesting and charming as your beloved Siena and 100 times less touristy than your beloved Vernazza. I would love to hear why you completely ignore this part of the country in your books and why you have “never liked” it much.
Rick, This has been an interesting Blog entry. Before reading your comments, I probably would have just glanced over the promotional piece, and dismissed it as a lot of ridiculous hyperbole. In future, I’ll look at things like that a bit more carefully, and hopefully my writing won’t follow the same pattern.
Italy is my favorite country, could go every year. You really don’t even need promotion. Just being in Italy is so wonderful. We have never run out of things to do. It is one country so rich in history, you can just wander and find a million new things.
Much of this prose is similar to normal Rick Steve’s writing. The only difference is that it is writing for advertising which includes some exaggerated generalizations.
The writing cited here is attempting to promote less wealthy areas that need tourist money. Perhaps people should only travel to poor areas if they are worshiping Marxist Christian leaders such as Archbishop Romero.
It is surprising that peacenik Rick, who arrogantly imposes his opinions on others by taking down American flags that others put up in his hometown, would find something that the United Nations (UNESCO) does in the spirit of education and historical preservation to be unworthy of his superior refined tastes.
Editor’s Note: To learn more about Rick’s flag episode, read this article: http://www.ricksteves.com/about/pressroom/activism/letter.htm
Rick, For a person who preaches and shows a lot of compassion for others, it always surprises me when you take off on a tear over what someone — rather innocently — does. I have been a flack and I have needed work (as do many, many people), and if writing promotional copy the client demands means you keep feeding your family and paying your mortgage, is there any real harm in selling. So many essentials are marketed (including your tours, books, blogs, columns, TV shows and podcasts), that I can’t think you’re complaining about the marketing aspect. You must be objecting to the quality of the writing. Doesn’t mean that the poorly constructed copy is a lie. Don’t become a word snob. Or, if you do, please move to Manhattan, where you’ll fit in nicely.
Excellent article Rick. I like articles that challenge us to think, and examine how we write and speak. Perhaps someone can explain to me what a Marxist Christian is? I thought Marx was an atheist. Can one be a Marxist (believe in Marxist theory) and be a Christian at the same time? Also, can someone tell me when Rick “arrogantly imposed his opinions on others ….” Thank you!
Wow…I just looked up the definition of “fried air” in my dictionary…and there was a picture of Obama!
No disrespect intended, but even Rick Steves can come across as a “shill” espousing ETBD cliches on some of the PBS pledge breaks. Promotional material is, to a certain extent, a necessary evil. Rick needs to play up the content to encourage donations which help support the shows that you enjoy. The wise traveler learns to consult multiple sources/opinions about a destination to sort the wheat from the chaff and plan your trip carefully. Even some of the most hyped destinations can be a good experience if done with surgical precision (i.e. Niagara Falls – just spend a few hours to see the falls, do your once-in-a-lifetime Maid of the Mist tour, drive around the gorge, etc. instead of spending a lot of time wasting money on all the kitschy crap. Spend the rest of the day or your trip visiting the Niagara wine region and/or Toronto).
Seriously…this sort of repetitive blather probably originally written by someone whose first language is not English reminds me of the heightened prose in the escort ads I sometimes peruse…same kind of hype saying really nothing…and when you arrive at the intended destination, you kinda feel a little conned and disappointed that the whole experience didn’t really match the purple prose description…
Nels, if you would read what bill wrote you would have a fine example of Rick’s arrogance with his childish tantrum of removing the flags his community had raised! That is one self centered individual.
Rick often takes it on the chin. Usually it’s from those who feel he is somehow disparaging the good-ole-American Way (excess,greed,hyperbole). But poking fun at ourselves can be therapeutic. Here are paraphrased lyrics from a song in the satirical Broadway musical Avenue Q (to be sung gleefully I assume) “THE HOUSING MARKETS’ MASSIVE SCHEME” We’re gonna bet against the American Dream. We’re gonna be on the winning team. Purchase debt on a massive scale – then place a bet that the debt will fail. The economy collapses like a dying star. And no one will know til it’s on NPR,That the housing market ran out of steam. Cause we bet against the American Dream!! —— What could be a more concrete description of the good old American Way (collateralized debt obligations and credit default swaps)? Sometimes the simplest writing is the most elegant.
Rick I think this blog is your training ground for having a thick skin. I guess you cant do anything right! Ha Ha. That seems to be our society these days!
I was left waiting for the more concise description of Emelia Romania, which does have a lot to offer and would benefit greatly from Rick’s more concrete descriptions.
I agree with Judy. Several people seem to have missed the point of the article: It doesn’t really matter who wrote it, or who may have commissioned the promotional piece. It doesn’t really tell us anything about the area it is promoting. Yes, there is great art, beautiful cities, and gorgious landscape, but these things are all over Italy. The piece says nothing distinctive and could be talking about any area of Italy, and perhaps any area of Europe.
I think what’s bothering some of the critics here is that, unfortunately and perhaps unwittingly, Rick sometimes gives the impression that what he says, or writes, or experiences, or recommends is somehow superior to the efforts of others and that he has an edge which others can only envy. Note I said “sometimes.”
This is a great example of why I love to read this bolg. Rick’s writing usually takes me away, while others’ is drudgery to read. Thanks, Rick
K I did read what bill wrote. I did not see any references to support his claims. Are you aware: 1)the flags were put up by minority group of the local Lion’s club? 2) Rick talked with the p[resident of the local Lion’s club before any flags were removed? 3) Not all members of the Lions club supported putting the flags up with the intention of leaving them up until the war in Iraq was over? 4)That Rick’s objection was (and is) not to flying the flag, but to the perceived mis-use of the American flag? 5)Rick was invited by the local Lions club to give a presentation to them, and this invitation was extended after the flag episode? I surmise you believe a minority of one club in a city represents the community as a whole since you wrote the flags were raised by his (Rick’s) community. I respectfully suggest you read and research a topic before you comment on it.
Anytime I read a travel piece I am ready to book a ticket. I’m such a sucker for any cultural experience. Sounds amazing! I’ve done Europe, much of Asia, and North Africa. Hands down my favorite trip was a food and wine tour to Tuscany. Really had the time of my life and it’s like every local is there to help you enjoy. Next trip you should check it out.
Ah, sorry forgot to mention the link i.e. http://www.tuscanway.com
Rick took down American flags that others put up. Rick wrote an essay on Liberation Theology (Marxist Christian) in Travel as a Political Act.
I agree with you, Rick — that’s an example of very bad writing. I don’t want a travel writer to make up my mind for me as to whether or not I will like a place. I don’t need a superficial narrative such as this one; I want the travel writer to tell me why they personally like the subject country, region or city and mention specific place names. I will make up my own mind as to whether it’s “one of the most perfect examples of Romanesque,” etc. To me it’s very important to keep the word “you” in a piece written for travelers and Rick is able to do this in every guidebook and every video.
Ironic that your beloved Schilthorn area (including Gimmelwald) is advertising itself as a UNESCO heritage site. ;-)
Mortadellaville? Any takers on where this is? My money is on Bologna…
This post reminds me of the many hotel websites I have visited over the past few years for our travels. Whoever writes that flowery but uninformative travel brochure must also plan the pictures on some of the hotel websites. Where is what we’re looking for – pictures of the rooms, facilities and the views? Instead they seem to have pictures of a tree, a dog, flowers, a mirror, a breakfast tray, etc…. You never know if they are being artistic or covering for the fact that the place is not as described. Have noticed this mostly when searching for rooms in Italy, Croatia and Greece…
Bill, if you have political issues with Rick (whose opinions obviously irk you) why do you continue to read his posts? There are plenty of websites in internet land that would support your right leaning opinions.
Thomas, the answer is that some like the opportunity to express their own views, even if they do piggyback on Rick’s blog.
LOL to the one that mentioned the UNESCO-Schilthorn-Gimmelwald connection. Funny stuff! Great blog Mr. Steves. Never stop challenging us. :)