Page 159 - NEWNORMAL_ANIMATED

PUBLIC RELATIONS

Second World War! Bingo! It was only on the
third side, facing completely away from the
Vatican gates in Via del Mascherino, where
inconspicuous golden „M“ letters shine ele-
gantly on inconspicuous shop windows. So,
here it is!
However, the staff knew nothing about any
protests here either. Yes, they were not allo-
wed to put any illuminated sign on the faca-
de or any bold signs in the area but after that
campaign, people will find their way there!
Everyone who comes to the Vatican knows
that there is a new McDonalds restaurant!
On my picture above you see a view from the entry I have been teaching this in my lectures
to St. Peter´s Square at the half right side of the Ber- ever since. This is what the right campaign
nini‘s colonnade, which is the closest piece of the should look like. It is said that even nega-
Vatican. Church tenants mostly inhabit this block tive advertising is advertising but few pe-
of houses, downstairs are shops and bistros. To ople understand what it means and how to
get to McDonald‘s you have to go to the end of the do it properly. In building public relations,
block and then turn to the left around the corner. practically nothing happens by coinciden-
There you will see ordinary windows with incon- ce, everything must be planned, perfec-
spicuous golden McDonald’s logos and characters. ted, balanced and prepared.
This really cannot upset anyone. „Imagine, ma‘am, perhaps they‘ll open Mc-
Donald‘s even directly in the church, despite the
Pope!“
Everyone will remember this and
newspapers around the world print the
news of the new branch completely free of
charge!
It was January 18 and unlike freezing Rome,
it was pretty warm inside and Fair Trade
coffee came in handy. I haven‘t met any car-
dinals in the cheeseburger queue. However,
Tavola Calda, numismatics shop, vegetable I also didn‘t see any cardinal yelling angrily, as
shop and pizzeria with sidewalk tables. our Blesk magazine wrote. When I returned
They wrote it in the newspaper, so it must to the editorial office on the weekend, I sat
be true - an immortal sentence flashed down and searched the Internet to find out

through my mind! who managed to pull off such a daring feat.
I went to examine the gray-white tiled Congratulations FleischmannHillard!!
house more thoroughly. I found the Chile-
an embassy, a total of six restaurants, cafes
and snack bars, not to mention other shops
occupying practically the entire ground floor.
Trade must have been considered here al-
ready during the project - according to the
building style, I guessed the time after the
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