I think you need to reaccess who your paying clients are. People that are so desperate to learn they'll try anything - expats in a new country for a job (or dragged along by a spouse), contractors dealing with workers and language barrier, esl teachers, travelers who want to be prepared to communicate with the locals, etc. Less fun, and more solution based advertising. I know I've seen Rosetta Stone ads highlighting it's use with diplomats and the like.
Having moved to a new country myself recently, I would have loved the opportunity to talk to the locals about life in general - where to live, where to go out, etc (though in my case I moved between English speaking countries so the language wasn't such a big deal). I could see the same working for travellers.
Also the chance to make some contacts in the country before I arrived would have been good - making friends in a new city is hard.
Not just diplomats, either. While we were living in Puerto Rico, we knew one family from Denver; the husband had a management job in a local factory, and the company gave the family a $10,000 budget for language courses. And that was a small company - turns out this is generally worth the expense, because it reduces management turnover.
