The latest low-technology billboards along highways in the Netherlands are startling enough to prompt motorists to indulge in U-turns.
Or make that ewe-turns. These ads are walking, woolly flocks of bleating sheep. Early this month, Hotels.nl, a Dutch online reservations company, began displaying its corporate logo on royal blue waterproof blankets worn by sheep.
The company spends 1 euro, or about US$1.23 a day, per sheep and sponsors about 144 sheep in flocks throughout the Netherlands. But commercially branded sheep roaming the bucolic meadows of the northern Netherlands have prompted a reaction.
PHOTO: NY TIMES NEWS SERVICE
On Saturday, the town of Skarsterlan began fining Hotels.nl 1,000 euros a day for putting branded blankets on sheep. Advertising on livestock violates the town's ban on advertising along the highways.
"My first reaction was a smile; it is very creative," said Bert Kuiper, the town's mayor. "My second reaction is that we have to stop this. If we start with sheep, then next it's the cows and horses."
Hotels.nl said it would pay the fines, but it planned to fight the ban in court. Since the advertising strategy started, sales by Hotels.nl have been up 15 percent, and so were visits to the company's Web site, said Miechel Nagel, chief executive of Hotels.nl, a four-year-old company based in Groningen.
He plans to increase the number of sheep sporting the company's logo, and is searching for locations where there are frequent traffic jams.
Hotels.nl did not originate the idea of sheep as billboards, but it was the first company here to use the technique. A Dutch horse breeder, Andre Groen, dreamed up the concept, and Easy Green Promotions, based in Leiden, created what it called "Lease a Sheep Shirt-Sponsoring."
A Chinese aircraft carrier group entered Japan’s economic waters over the weekend, before exiting to conduct drills involving fighter jets, the Japanese Ministry of Defense said yesterday. The Liaoning aircraft carrier, two missile destroyers and one fast combat supply ship sailed about 300km southwest of Japan’s easternmost island of Minamitori on Saturday, a ministry statement said. It was the first time a Chinese aircraft carrier had entered that part of Japan’s exclusive economic zone (EEZ), a ministry spokesman said. “We think the Chinese military is trying to improve its operational capability and ability to conduct operations in distant areas,” the spokesman said. China’s growing
Nine retired generals from Taiwan, Japan and the US have been invited to participate in a tabletop exercise hosted by the Taipei School of Economics and Political Science Foundation tomorrow and Wednesday that simulates a potential Chinese invasion of Taiwan in 2030, the foundation said yesterday. The five retired Taiwanese generals would include retired admiral Lee Hsi-min (李喜明), joined by retired US Navy admiral Michael Mullen and former chief of staff of the Japan Self-Defense Forces general Shigeru Iwasaki, it said. The simulation aims to offer strategic insights into regional security and peace in the Taiwan Strait, it added. Foundation chair Huang Huang-hsiung
PUBLIC WARNING: The two students had been tricked into going to Hong Kong for a ‘high-paying’ job, which sent them to a scam center in Cambodia Police warned the public not to trust job advertisements touting high pay abroad following the return of two college students over the weekend who had been trafficked and forced to work at a cyberscam center in Cambodia. The two victims, surnamed Lee (李), 18, and Lin (林), 19, were interviewed by police after landing in Taiwan on Saturday. Taichung’s Chingshui Police Precinct said in a statement yesterday that the two students are good friends, and Lin had suspended her studies after seeing the ad promising good pay to work in Hong Kong. Lee’s grandfather on Thursday reported to police that Lee had sent
BUILDUP: US General Dan Caine said Chinese military maneuvers are not routine exercises, but instead are ‘rehearsals for a forced unification’ with Taiwan China poses an increasingly aggressive threat to the US and deterring Beijing is the Pentagon’s top regional priority amid its rapid military buildup and invasion drills near Taiwan, US Secretary of Defense Pete Hegseth said on Tuesday. “Our pacing threat is communist China,” Hegseth told the US House of Representatives Appropriations Subcommittee on Defense during an oversight hearing with US General Dan Caine, chairman of the Joint Chiefs of Staff. “Beijing is preparing for war in the Indo-Pacific as part of its broader strategy to dominate that region and then the world,” Hegseth said, adding that if it succeeds, it could derail
RSS