Tourism Australia pulls Kylie Minogue’s Matesong campaign amid bushfire crisis
Tourism Australia will temporarily stop promoting the country in Britain as the nation continues to be ravaged by bushfires.
The $15m Matesong campaign, fronted by Kylie Minogue, was months in the making and launched in the UK before the Queen’s Christmas address on 25 December.
It created somewhat of a messaging conflict, however, with the campaign showcasing Sydney’s clear skies, picturesque bush locations and cuddly koalas, while hundreds of bushfires destroyed wildlife, homes, communities and livelihoods, with the death and destruction making headlines around the world.
Well, we know the current positioning Scotty has created for us overseas.
P.S. Fantastic. Great move. Well done Angus.
Tourism Australia, on top of their game since 2006. What a serious waste of TP money. An awful client to work for as well – I was at Carat in 2006. Haha. bunch of clowns (TA) led by a clown.
Gonna need a VERY funny ad to get anyone here next year.
Who is going to plan an Aussie rural getaway next summer?
A disaster for TA and brand Australia. I feel for M&C and the marketing team.
The devil fools with the best laid plans.
This grossly insensitive ad ran longer than the time we had to evacuate our home when an ember storm struck that burnt our house to the ground.