Either a very clever or a groan-inducing approach from the Czech Republic, with tourism officials paying homage to Facebook by making Czech RepubLIKE its new slogan.
Despite the word "like" being primarily an English word, such is its increasingly common use in the parlance of modern language on the web that officials are happy to use it in a play on words, switching Czech Republic to Czech RepubLIKE.
The rebranding is due to kick in across its various channels in the coming months after a tender process to a number of design and marketing agencies was completed in June this year.
Early designs of the new logo are already starting to kick about on the web and a promo video was also released a few weeks back.
A Facebook page is already up and running and presumably over time the existing Czech Tourism page will be modified to bring in the new branding.
Interestingly, early reaction is very mixed, with design agencies praising the clean nature of rebranding and how it has already been extended to slogans relating to other elements elsewhere in the marketing ("There is more to LIKE", "Feels LIKE home", etc).
But given that the rebranding is quite obviously aimed at appealing to those that understanding the use of "like" in everyday vernacular around the web, some naysayers are not so impressed (although comments on YouTube are hardly a benchmark of robust debate!).
What is clear with the campaign is the importance being placed on appearing modern and at the centre of how so many travellers use the web - and social networks such as Facebook - to research destinations.
Amazed VisitBritain didn't adopt London Tweety12 for its Olympics campaigns ;)