Those who still aren't aware that that such a country ceased to exist New Year's Day, 1993, may not even notice if his plan succeeds, but Paroubek is proposing the Czech Republic and Slovakia should use the label "Czechoslovakia" as a marketing tactic.

The idea has attracted ridicule from experts and criticism from the government's own employees, however, who fear it would undermine the Czech Republic's efforts to promote itself abroad.

Czechoslovakia's 1993 split into two nations was a landmark event in the histories of both. But the change appears to have escaped the attention of many in the outside world, including fellow European Union citizens.

"Everywhere I go, people talk about Czechoslovakia, not the Czech Republic or Slovakia," Paroubek told reporters Oct. 8. "Few people living farther than 300 kilometers from our borders noticed there was a separation. Therefore if we took advantage of this good brand, it would help both the Czech Republic and Slovakia."

The Slovaks appear caught by surprise by Paroubek's brainwave. A Slovak Foreign Ministry spokesman in Bratislava said in a terse statement, "The European Union bans the use of labels of nonexisting countries."

Slovak Foreign Minister Eduard Kukan remained more diplomatic, though cautious. He told Czech journalists during an Oct. 11 New York City trip that he remains open to Paroubek's idea, but will wait for a concrete proposal.

That, however, may take some time. Czech Foreign Affairs Ministry spokesman Michal Buchácek said that for now, the idea remains firmly "in the theoretical sphere."

Paroubek failed to specify exactly how he wants the two countries to exploit a "Czechoslovakia" label.

Czech Foreign Affairs Minister Cyril Svoboda suggested that the prime minister's idea could be put into practice in the form of joint Czech-Slovak humanitarian aid to countries hit by natural disasters, or in joint development programs.

However, professionals employed by government agencies to further the Czech Republic's interests abroad said the prime minister's suggestion would create only confusion.

David Valtr, spokesman for CzechTrade, the government agency that promotes international trade, said, "We do not believe the name Czechoslovakia can be used again for the overall presentation of the Czech Republic. There are two independent countries now, and that is sufficient reason why using 'Czechoslovakia' is not a very good option."

Valtr pointed out that the Foreign Affairs Ministry is planning to create a clear, unified image for marketing the Czech Republic abroad.

"CzechTrade believes that the name 'Czech Republic' is the best brand that should be used in identifying our sovereign country," Valtr said. "Using a new, even if historically successful, term [Czechoslovakia] could only create confusion."

Zuzana Jankovská, a senior researcher at the Prague branch of international market research agency Millward Brown, agreed. "I think it could confuse foreign people even more," she said.

Even tourism officials, who regularly confront confused travelers who think they have arrived in Czechoslo-vakia (often fresh off CSA — originally Czechoslovak Airlines), remain skeptical of Paroubek's idea.

"Since the CzechTourism agency has been promoting the Czech Republic for several years, it would be a pity to label it all as Czechoslo-vakia," said Karin Seligová, spokeswoman for CzechTourism.

Jirí Mikes, former director of the Association of Communication Agencies and now a lecturer in commercial communications at the University of Economics in Prague, called Paroubek's idea nonsense. Mikes has campaigned for a promotion campaign abroad using "Czechia," which he believes represents a stronger, catchier brand name than "the Czech Republic."

Paroubek's idea merely complicates the controversial name debate, he said. But, Mikes noted, if the prime minister's proposal seems silly, his instinct that "made in the Czech Republic" represents a weaker label abroad than "made in Czechoslo-vakia" is sound. "If you don't have a [clear] corporate identity, all this promotion abroad is just a waste of money," he said.

From the other side of the border, Nora Benáková, director of Clovek v ohrození (People in Peril), a Slovak humanitarian organization, was also uncertain over Paroubek's proposal.

"When we say [we are from] Slovakia, we have to explain that it's in Europe and used to be a part of Czechoslovakia," she said. "But I don't know if that is a sufficient reason for using the old name."

Benáková said she would welcome cooperation between the Czech Republic and Slovakia, as Svoboda suggested, in humanitarian efforts.

Meanwhile, Viktorie Plívová, spokeswoman for the Czech Economic Chamber, said that when she talks to foreigners about her country, they sometimes think she is referring to Croatia or Chechnya. But using the name "Czechoslovakia" would not help increase Czech exports, she said.

"We believe it's better to consolidate on marketing the name 'Czech Republic' as a name linked to quality goods," she said.

Made in Czechoslovakia? Bad idea, say Praguers

A straw poll in downtown Prague showed few are impressed by Prime Minister Jiří Paroubek's suggestion that the Czech Republic and Slovakia should revert to using the moniker 'Czechoslovakia' to market themselves abroad.