New – Zeeland actually wanted to attract Australian visitors with a new tourist campaign – the campaign provides a lot of spot and criticism. The slogan “everyone has to go!” (In German: “Everyone has to go!”) Many new people reminds less an invitation to the country than a sale or even an involuntary mass start.
The government of New Zealand started the campaign on Sunday. It is intended to encourage Australian holidaymakers to visit the country and is broadcast on radio stations and on social media in Australia with a budget of 500,000 new dollars (around 280,000 euros) between February and March.
Tourist campaign meets spot and spot
“What this campaign of Tourism New -Zealand tells our Australian friends is that we are open to stores, that there are some great offers and that we would like to see them soon,” said the Minister of Tourism Louise Upston .
But the slogan soon became the target of spot in his own country. Many compared him with English “everything should go!”, A typical advertisements that is said for permission. On social media, the saying was even called “Apocalypse Advertising” or “a desperate plea for a toilet”.
Irony in the middle of job losses and registration emigration
The campaign is particularly explosive against the background of current developments: the government of New Zealand cuts thousands of positions in public service and emigration from new Zeelanden abroad has reached a historical high. Critics therefore accuse the government of having created an unwanted double floor with “everyone should go!”.
The spokeswoman for the Green Party of the Green Party, Celia Wade-Brown, joked compared to the national television station RNZ that the slogan could also relate to the urgently required toilets in some tourist hotspots: “I mean, the queues are ridiculous. “
Opposition politician Cushlaer-Manuel of the Labor Party underlined the political explosiveness of the slogan: “Irony is that so many people in aotearoa New Zealand feeling were so many were fired.”
The government defends campaign
Despite the criticism, the Minister of Tourism is behind the campaign. A spokesperson told The Guardian that Upston was “very satisfied” with the advertisements. You received positive feedback from tourist companies and marketing experts.
The campaign is part of a more extensive attempt to lure more tourists, digital nomads and investors to New -Zeeland to stimulate the economy. Before Pandemie, tourism was the largest export industry in the country and brought $ 40.9 billion (around 22.4 billion euros). The latest figures show that these values are rising again – in 2023 tourism already generated $ 37.7 billion (around 20.6 billion euros).
A PR disaster with a long tradition?
New Zealand tourist campaigns have a long history between enthusiasm and criticism. The award-winning campaign “100% Pure New Zealand” is celebrated for their memory, but is often interviewed with a view to the country’s environmental balance. “Everyone has to go!” Now participate in this tradition – albeit less because of a depth in terms of content, but because of an unfortunate word game that would rather see a lot in a sales advertisement than in a national tourist strategy.
Source: Krone
I am Wallace Jones, an experienced journalist. I specialize in writing for the world section of Today Times Live. With over a decade of experience, I have developed an eye for detail when it comes to reporting on local and global stories. My passion lies in uncovering the truth through my investigative skills and creating thought-provoking content that resonates with readers worldwide.
