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

Ukrainian airline scraps heels and tight skirts for comfy suits and sneakers

SkyUp Airlines has given its cabin crew uniform a modern update that ditches tight fit, restrictive clothing and high heels for something a bit more suited to the job.

Share

CommentComments

Wholesalers

Intrepid snares majority stake in New Zealand’s Haka Tours and ANZ Nature Tours

The global travel B Corp has kicked off its future growth plans with a 60 per cent slice of not one, but two touring brands.

Share

CommentComments

Aviation

Clive Palmer offloads Qantas shares in protest of airline’s staff vaccination policy

by Ali Coulton

Looks like the mining magnate has taken a break from tweeting his famous Tim Tam poems to shake his fist at the flying kangaroo’s vax policy.

Share

CommentComments

Hotels

Guests forced to hide as heritage-listed hotel break-in causes $30,000 in damage

A group of people have broken down the door of a historic Kalgoorlie hotel, terrorising guests and forcing one woman to hide in a wardrobe.

Share

CommentComments

Events

Get excited, because the European Showcase is coming to a screen near you!

With international borders on the verge of reopening and hype around overseas travel at an all-time high, this event couldn’t have come at a better time!

Share

CommentComments

Destinations

“We can’t live here in hermit kingdom”: NSW to ditch quarantine for international arrivals from 1 November

The big policy shift means that NSW is the only Aussie state to announce quarantine-free international travel.

Share

CommentComments

Cruise

Royal Caribbean axes Ovation of the Seas’ Aussie sailings until end of March 2022

With no clear pathway toward a resumption of cruising in sight for Australia, the cruise giant has canned its domestic sailings once again.

Share

CommentComments

Aviation

Qantas to add new routes from Darwin to Far North Queensland

Qantas seems to have a penchant for the Top End at the moment. This time, the flying kanga is boosting connectivity across northern Australia with a couple of new routes.

Share

CommentComments

Destinations

“Bugger Byron Bay”: Cowra Tourism invites Chris Hemsworth for a visit in delightful new campaign

In this brilliant video, Cowra pulls out all the stops in an attempt to lure the A-lister to stop by, have a “chin wag” and “get on the sauce”. The town even wants to build a four-story statue in his likeness.

Share

CommentComments

Cruise

Princess Cruises welcomes aboard new president

Princess Cruises has a new president. One could even say the Carnival-owned line has found its prince.

Share

CommentComments

Wholesalers

“We have a front-row seat to the climate disaster”: Intrepid CEO urges ScoMo to “go all in” at COP26

The adventure travel company is calling on the PM to commit to at least halving emissions by 2030 and an immediate end to new coal power development. Let’s just hope Prince Charles can convince him to attend.

Share

CommentComments

Aviation

Air New Zealand to transform Boeing 787 into vaccination clinic for special ‘Jabaseat’ flight

A handful of lucky Kiwis will get their COVID-19 jab in a business-class cabin on Saturday as part of a national push to boost the country’s vaccination numbers.

Share

CommentComments