Tourism Australia has temporarily pulled the plug on its ‘Matesong’ ad less than two weeks after it launched in response to the country’s bushfire crisis.
The ad, which features pop icon Kylie Minogue alongside a host of other famous Aussies such as Adam Hills, Ash Barty, Ian Thorpe and Shane Warne, is part of Tourism Australia’s latest campaign aimed at enticing more Brits Down Under.
With original lyrics written by Australian singer-songwriter Eddie Perfect and filmed against a backdrop of stunning locations, the three-minute ad premiered on British TV as millions tuned in for the Queen’s annual Christmas Day message.
The first overseas activation of its recently launched ‘Come live our Philausophy’ campaign, Matesong is the largest investment Tourism Australia has made in the UK in more than a decade at $15 million.
However, with the timing of ad amid Australia’s devastating bushfire crisis questioned by many, Tourism Australia has decided to temporarily halt some of its campaign activity in the UK.
“The number one priority right now continues to be the emergency response to these devastating bushfires and the safety of communities and tourists in affected areas,” a Tourism Australia spokesperson told Travel Weekly.
“In light of the current situation in Australia, we have reduced some of our campaign activity in the UK and will continue to review our planned activity over the coming months.
“As the Australian government agency responsible for attracting tourists to our country, Tourism Australia will have an important role to play in highlighting that Australia will continue to be a world-leading and safe tourism destination, whether in unaffected regions or those that will recover from these bushfires in the months and years to come.”
To rub further salt into Tourism Australia’s wounds, The Chaser boys have made what they say is a more honest take on travelling Down Under.
“We noticed Kylie’s tourism ad missed a few important details about Australia, so we decided to make an updated version,” the boys said in a description of the video, which you can check out below:
It appears Tourism Australia can’t catch a break with its Come Live our Philausophy’ campaign, with the $38 million global marketing bonanza having already been slammed following its initial launch in October last year.