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Malaysia: Camel tourism trick

d.simpson@iath.org

The first 150 words of the full text of this article appear below.

In May, readers of the New Sunday Times were confronted with an advertisement for a contest involving what the advertiser called Camel active fashion products. It was supported by the South African tourism board, presumably on the basis that would-be Malaysian macho-men would be tempted to come on down to South Africa, Camel cigarette cartons in hand, to enjoy a rip-roaring holiday in its wide open spaces.

Liaison between Malaysian and South African health advocates resulted in correspondence with the tourism board, explaining the tobacco industry’s—and particularly Camel’s—history of brand-stretching. In a throw-back to the more innocent 1980s, the tourist people replied that the Camel being advertised in the ad was a brand of clothing, not cigarettes. They nearly coined the term rand-stretching—the country’s currency is the rand—saying, "...to stretch the rand as it were, we also explore opportunities for collaboration with projects/services that are reflective of our destination-offer and . . . [Full text of this article]