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Australia’s Cluster-Cringe Over Latest Tourism Campaign

Australia’s Cluster-Cringe Over Latest Tourism Campaign
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A series of new ads misses the mark and reinforces cultural stereotypes.

by Claudia Cukrov
  • 8 june 2010

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There’s nothing like Australia.  That’s the title to the latest Tourism Australia campaign released online last week.  The four-million-dollar campaign features surfers watching dolphins frolic, hoards of beer-drinkers at the pub, a beach barbecue and even a child sitting up a tree with a pair of Kookaburra birds.

A follow up to a 2006 tourism drive that had bikini-clad model Lara Bingle asking, “Where the bloody hell are you?” the latest campaign has met with a huge amount of criticism, with The Guardian and the Sydney Morning Herald sharing a laugh  – and a cringe over Tourism Australia’s efforts.  Strangely enough There’s Nothing Like Australia largely relied on 29,000 holiday experiences shared by fellow Australians on NothingLikeAustralia.com.   With a long history of film, advertising and television shows largely reinforcing cultural stereotypes Guardian writer Judith Ireland warns;

(The campaign) successfully ignores our 40,000-year-old indigenous history, capital cities, culturally diverse people and cuisine, world-class wine, kick-ass art and music and natural beauty away from the coast and outback.

Watch the clip below:



There’s Nothing Like Australia.

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