Observer to launch media blitz in travel dictionary giveaway

The Observer is undertaking a three-day TV and radio blitz, through Mother and PHD, to back an offbeat travel giveaway in this Sunday's paper.

The campaign breaks on Thursday and runs until Saturday evening on a media schedule that includes Channel 4, Channel 5, ITV and satellite stations.

It aims to demonstrate the usefulness of the "point it picture dictionary, which is being given away.

The book - the brainchild of the German author Dieter Graf - contains 1,200 photographs illustrating almost everything a mono-lingual traveller could demand as well as items unlikely to be on a tourist's wishlist.

The 30-second TV ad focuses on an English couple who have wandered into the wrong area of a Spanish city. When approached by a mugger they mistake his threats for begging. However, with the "point it" dictionary, the robber is able to express his demands for items such as cameras, while the couple are overjoyed by their ability to interact with a local.

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