Original Publication Date: August 27, 2012
Author: Georgi Gotev
Introduction
An eye-catching advertisement campaign by Russian airline Aeroflot has sparked curiosity and controversy in Brussels. The campaign, under the slogan “Discover Russia”, features scenic images of Moscow displayed in the Brussels metro. However, a closer look at the ads reveals an unexpected element – military trucks carrying what appear to be ballistic missiles.
Political Message or Marketing Mishap?
The presence of military equipment in a tourism advertisement raises questions about its intent. Is this simply a marketing oversight, or is it a subtle political statement signaling the return of Vladimir Putin to the Kremlin? Some speculate that it could be an attempt to portray Russia’s strength and military prowess alongside its cultural and historical landmarks.
One of the most prominently placed posters was spotted near the EU institutions at Schuman square, further fueling speculation about its intended audience and message.
Reaction and Response
The unexpected imagery has prompted mixed reactions. Some observers hope the posters will be quickly removed, interpreting them as a public relations misstep. Others speculate that the controversy may be a clever marketing tactic, as the ad campaign has now gone viral, drawing widespread attention to Aeroflot.
According to reports, the Schuman poster has already been taken down, but others remain in locations such as Trone station. The uncertainty surrounding their removal continues to intrigue commuters and officials alike.
Clarification from Russian Diplomats
A Russian diplomat has since clarified that the vehicles depicted in the advertisement are S-400 anti-aircraft defense systems, not ballistic missiles. The photo, he explained, was taken during the annual Victory Day parade on May 9, a traditional military event held in Moscow’s Red Square. He reassured that there was no political intention behind the advertisement and humorously encouraged people to consider flying with Aeroflot.
Conclusion
Whether an innocent mistake or a carefully planned strategy, the “Discover Russia” campaign has certainly succeeded in grabbing public attention. It remains to be seen how long the posters will stay up and whether Aeroflot’s campaign will translate into increased interest in visiting Russia—or merely serve as a talking point in Brussels political circles.