A New Zealand tourism campaign aimed at attracting Australian visitors has been met with ridicule and criticism for its slogan “Everyone must go!” The NZD$500,000 campaign, launched by the government, aims to encourage Australian holiday-makers to visit New Zealand through radio and social media ads. However, many in New Zealand have found the tagline tone-deaf and likened it to a clearance sale advertisement or a plea for access to the lavatory.
Despite the backlash, Tourism Minister Louise Upston defended the campaign, saying it invited Australian visitors with great deals and showed that New Zealand is open for business. The campaign comes as the government seeks to revive the tourism industry, which was once the country’s largest export industry.
Critics have pointed out the irony of the slogan given recent public service job cuts and high numbers of New Zealanders moving overseas. The Green Party’s tourism spokesperson joked that the tagline may refer to the need for more toilets in high-tourist areas due to long queues. Others have criticized the campaign for its timing and insensitivity amid the current economic climate.
Although Australia is New Zealand’s largest tourism market, bringing in roughly 44% of international visitors annually, some feel that the campaign missed the mark. With the tourism industry slowly recovering from the effects of the pandemic, the government’s efforts to attract tourists have been met with mixed reactions. The slogan, reminiscent of the iconic 100% Pure New Zealand campaign, may have missed the mark in capturing the current mood of the country.
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