Destinations

Tourism Australia temporarily pulls ‘Matesong’ ad amid bushfire crisis

Huntley Mitchell

Huntley Mitchell

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.

SEE WHAT PEOPLE ARE SAYING

Leave a Reply

Aviation

MH370 case continues with fresh revelations

by Christian Fleetwood

Ahead of the premiere of a new documentary on the doomed flight, an ex-prime minister has thrown in his two cents.

Share

CommentComments

Technology

Webjet’s “key disappointment” in half-yearly results

by Huntley Mitchell

Webjet has taken a significant hit to profit growth in the first half of FY20, which it largely blames on the collapse of a key client.

Share

CommentComments

Cruise

Cruise Wrap: RCL heads to Eden, Viking’s points promo, Silversea single supplement savings + MORE!

Wish you were cruising through the Caribbean rather than slugging it out with the rest of us? Feel free to live vicariously through the images in this Cruise Wrap.

Share

CommentComments

Travel Agents

Travel Counsellors appoints first corporate travel MD

Travel Counsellors for Business has hired its first-ever MD… as in managing director. Not medical doctor, as originally reported by Travel Weekly.

Share

CommentComments

Hotels

Event Hospitality & Entertainment forms JV with budget hotel group

Without giving too much away, this story is a ‘Jucy’ one. However, that’s not to say it’s full of pips.

Share

CommentComments

Road & Rail

Win a trip for two on an exclusive Rocky Mountaineer journey

by Sponsored by Rocky Mountaineer

In celebration of Rocky Mountaineer’s 30th anniversary, travel agents have the chance to win a trip for two on an extraordinary journey! Click here for all the details.

Share

CommentComments

Road & Rail

“We’re agent-friendly, that’s our business”: Busabout launches new booking platform

Adventure Planner is designed to give agents the tools to create a seamless, flexible and personalised trip across Europe for independent travellers.

Share

CommentComments

Destinations

Prague cracks down on Airbnb to avoid becoming a “ghost city”

Prague has taken the next step in its crusade against home-sharing platforms like Airbnb, approving a swathe of legislation to police short-term rentals.

Share

CommentComments

Cruise

Princess to inject $140 million into Aussie tourism with 44 new deployments

Princess Cruises is looking to pump money into the struggling domestic market by adding 44 new deployments in Australia for Sapphire Princess.

Share

CommentComments

Aviation

Aviation Wrap: Boeing’s $74m 737 MAX relief, Emirates helps Arsenal prepare for EPL run in with Dubai training camp + MORE!

When writing this week’s Aviation Wrap, we could have sworn the sound of airplanes taking off was in the air. On second appraisal, we discovered it was just tinnitus. 

Share

CommentComments

Wholesalers

Excite Holidays directors to regain control following creditors vote

by Huntley Mitchell

The directors of Excite Holidays are set to take back control of most of the companies tied up with the wholesaler, following a vote by creditors yesterday.

Share

CommentComments

Road & Rail

Via Rail cancels most trains across Canada amid ongoing protests

by Christian Fleetwood

Ongoing anti-pipeline protests in Canada have massively disrupted passenger train services across the country, with more than 83,000 Via Rail passengers effected so far.

Share

CommentComments