Tourism Australia's A$150 million advertising campaign, "There's nothing like Australia", has been criticised as being unimaginative and bland.
We are reasonably indifferent with the look and feel of the official new campaign and wonder what the real return will be for the Australian tax payer. Are we nearing a time where big spending branding campaigns by government tourism boards will become obsolete? We hope so.
Probably the most exciting aspect of the campaign is that it has been hijacked by an unknown band of Ned Kellys that have launched an alternative website trading-off the official bi-line, "There's nothing like Australia".
The website www.nothinglikeaustralia.net was set up to lampoon the lofty national campaign and features a selection of extremely clever and provocative ads. Ironically we reckon the website has provided the best value publicity for Australian tourism promotion and has kick-started an otherwise lame campaign.
Just like the infamous, Ned Kelly it would appear that the spoof website has captured the public's imagination. After an initial bluster, Tourism Australia has wisely decided not to pursue any legal challenge to try and take the website down.
Famous ex-Kiwi, Lindy Chamberlain lends a hand in promoting the Lucky Country.
Is it still too soon to be poking fun at eco-warrior Steve Irwin?
The old sheep shagga put-down of Kiwis has been an Australian institution for many years.
Celebrating Aussie matesmanship at its finest
We suggest that you head over to our friends at: www.nothinglikeaustralia.net
