A bizarre SA Tourism Commission ad campaign featuring an older man crying was produced by a Victorian agency, after the Marshall Liberal Government outsourced the contract interstate.
The South Australian Tourism Commission’s new advertising campaign has been roundly condemned.
Titled “Don’t feel sorry for old mate…”, the ad features an older man walking through iconic South Australian locations before crying at the end.
Last year, the Marshall Liberal Government awarded the SA Tourism Commission’s advertising contract to Melbourne-based TBWA. The contract had previously been held by a South Australian agency.
The advertisement also directs people to visit southaustralia.com, a website that has been subject to recent controversy after it was found that the infamous house of a convicted child-sex offender is listed on its directory for direct bookings.
The advertising gaffe comes at a time when latest data show that South Australia has seen a decline in international tourist spending by $80m.
Quotes attributable to Shadow Minister for Tourism Zoe Bettison
This advertisement seems rather bizarre, and what’s worse, it follows the Marshall Liberal Government’s decision to outsource this work to a Victorian agency.
The tourism sector directly employs 39,000 people in South Australia.
We need to be doing everything we can to sell South Australia as an attractive destination for tourists, and this ad simply misses the mark.
This is just another example of how the Marshall Liberal Government is not taking the tourism industry seriously.