The European Union continues to reel from a combination of disasters – the long-standing migrant and economic crises, and now Brexit too.
In such times the Brussels bureaucracy inevitably wants to regain the initiative – which it is trying to do via a slogan which may strike some as, well, rather familiar.
According to a leaked briefing published this morning by POLITICO, the European Council’s new message it to emphasise the need to “bring back political control”.
Those with an ear for a soundbite will notice this is a less snappy version of “take back control” – the clarion call of the official Vote Leave campaign in the Brexit referendum:
The lines are to be uttered by Donald Tusk, president of the European Council (who was last week devastatingly snubbed by Downing Street’s cat) ahead of a summit in Bratislava to promote European unity.
Indeed, as POLITICO notes, the adoption strategy has already begun, with Tusk trying them out at an appearance in Ireland last week, and it has appeared in several of his recent tweets.
Given that Tusk is lifting his press strategy from a campaign he said would bring about the end of western civilisation, Heat Street hopes the words don’t come to stick in his craw.
Either way, he certainly knows a winner when he sees one…