Tourism New Zealand's new campaign seeks to attract Australians with the tagline "Everyone must go!" However, this has sparked international ridicule due to its implications of a clearance sale and the country’s current emigration crisis, with some critics voicing that this seems tone-deaf. While the ad received backlash, it also generated significant conversation and engagement, suggesting that overall, it may serve its purpose of visibility, reminiscent of other poorly timed tourism ads that have become infamous.
Perhaps the most legitimate criticism, however, is that the country is seeing record emigration and so this feels tone-deaf.
Well, yes, that was sort of the point! Congratulations to all the critics, you figured out the underlying idea.
Frankly, I think the New Zealand advert is a success. Everyone is talking about it, after all.
You see, the people at Tourism New Zealand are facing international ridicule for a new advertising campaign with the tagline Everyone must go!
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