I have previously written about the power of flyers and brochures.
Their ability to engage and communicate with target audiences is undoubted.
However, I am also reminded of the need to ‘get it right first time’!!
German tourism officials in the city of Dusseldorf are reprinting 30,000 brochures promoting the Eurovision Song Contest on Saturday May 10th … to correct embarrassing mistakes.
According to the national tabloid Bild the brochures contain around 150 errors with two high level ones as follows:
- Incorrectly listing an event as “Gay’s day of action” – instead of “Schools Event Day”
- “Welcome to Dusseldorf” also contains the typos “Wielcome to Duesseldorf” on its binding
- The errors are contained in the booklets printed in both German and English, but only the English versions will be reprinted.
The mistakes have generated headlines across the country since it was first reported on Wednesday. The board is putting correction stickers over the event listing in the 65,000 German booklets already printed.
The miss-interpretation regarding “The Day” was as a direct result of one small typo:
The German word for gay is schwul, whereas Schule means school.
I think that you will agree this was a costly error and a timely reminder for everyone to ensure that essential proof-checking is included in the print and production processes.
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