Just Imagine how far you can go with just a little bit of English is an inspirational marketing strategy devised by an English teaching school in Eastern Europe, using America’s first lady as a shining example and an inspiration for Eastern Europeans to learn English.
Billboards featuring a picture of the first lady making a speech in front of an American flag have been removed from the capital city of Zagreb after her lawyer threatened a lawsuit.
The billboards were advertising private English language school the American Institute. They used the image of Slovenian-born Mrs Trump to persuade Croats to learn English and follow her success.
But the first lady, who speaks English with a heavy accent, did not see the funny side of the campaign. Her Slovenian lawyer demanded that the billboards and Facebook ads featuring Mrs Trump should be taken down immediately.
The language school has since apologised, saying that it meant to show Mrs Trump as a “role model”.
“I’m satisfied with the fact that the school admitted that they violated the law and that they are ready to remove the billboards and (Facebook) ads,” lawyer Natasa Pirc-Musar told The Associated Press. “We are still analysing possible further legal steps.”
Melania Trump’s image has appeared without her permission on various products in her native Slovenia, including cakes, underwear and tourism advertisements. This prompted her to hire a legal team to protect her image.
“We are very sorry that the billboards were misunderstood as something intended to mock the U.S. first lady,” Ivis Buric, a spokeswoman for the school, American Institute, told AP. “It was meant to be something positive, to show her as a role model.”
After analysing the billboard and the ads, we can confirm that the message using Melania as a real life example was not made in bad faith but was rather an inspirational message to young people in eastern Europe to learn English by highlighting the benefits of the language.