Tourism NT calls on city dwellers to ‘get out of your state’
Tourism NT has launched a ‘get out of the state you’re in’ campaign poking fun at the Melbourne, Sydney and Adelaide stereotypes featuring videos from less known media identities in each city.
The Melbourne spot features radio host and comedian Harley Breen, Adelaide’s is hosted by YouTube star Alex Williamson while comedian Tanya Hennesey shares things Sydney people never say.
Harley Breen begins Melbourne’s one minute video by sarcastically saying he would rather stay in Melbourne and “be cultured” while eating a “single origin slow poor, poor over avo-chino” than go to the Norther Territory.
Breen compares the Norther Territory’s traditional art work to the graffiti walls of Melbourne and points out having one huge rock isn’t that amazing, as he walks around showing all the rocks in Melbourne.
Hennesey’s short film pokes fun at the things Sydney people never say including there’s no line at Messina, there are not enough fireworks in this city, I don’t even care what high school you went to 10 years ago, I have too much Lulu Lemon, Melbourne is heaps better than us, Sydney is well designed, buying a house in Bondi is so cheap and I love catching the train in Sydney.
The skit ends by listing everything Darwin has including waterfalls, sunsets, crocodiles and the rocks.
Adelaide’s video opens with Williamson watching a video of all the things South Australia has to offer before showing viewers how cold and religious Adelaide is.
Speed limits are also listed as a reason to get out of Adelaide.
The campaign was created by Common Ventures.
Abigail Dawson was Mumbrella's senior content journalist covering event content. She left Mumbrella to move into an agency role in 2020.
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Ah yet another Sydney ad focused on the adland lifestyle. Most of Sydney’s population have no idea what Gelato Messina is let alone been there…. surprised “queues at BJ carpark” or “easy to get a bus at Taylor Square” didn’t get a mention. there is a world beyond the Inner East and Inner West.
This industry is so insular.
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Perhaps moderately cashed up inner city hipster narcissist w#$%s (18-35), looking for insta-like-worthy experiential holiday photos that provide them with some fragment of identity and self-worth is the target market. In which case, I think this is great.
Time for a holiday.
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Another incorrect brief that ignores the fact that 1.2+ million Aussies choose to go to Bali instead of a local destination. The insight that it’s better to go somewhere else on a holiday is not an insight.
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And the Melbourne comment in the Sydney ad. All Sydney people I’ve asked like Melbourne. It’s only Melbourne people who think there’s a rivalry.
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*Lululemon
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Agreed, and fundamentally many of those decisions are based on finances. We go to Bali annually, we stay in divine locations that aren’t inexpensive, unlike others that do it on a budget – each to their own really. However to holiday in Australia, generally, in more remote locations like NT and or The Kimberley, the cost is exorbitant. We’re not prepared to drop $15k on an interstate trip, no matter how mind blowing it is, when fundamentally the accent is replicated, the food pretty well similar and we’re not getting a cultural hit that makes us actually feel like we’re on holiday.
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