For those unfamiliar with Australia, it’s located in North Central Australia and its capital is Darwin. Crocodile Dundee‘s “Walkabout Creek” was in the Northern Territory.
Credit: Wikimedia Commons
Tourism in the region is down, so getting attention with a campaign to “see you in the NT” seems pretty mundane — but not everyone is comfortable generating buzz by any means necessary. Here’s what the fuss was about:
The slogan wasn’t actually official, though the logo suggested that it was. And it was controversial:
“The initial thing about the campaign is that it certainly did get a lot of people talking about the Northern Territory and what there is to see and do up here,” said Valerie Smith, acting executive director of the NT tourism department.
But there was also anger at associating the Territory with a swear word describing women’s genitalia.
The Instagram account features gorgeous photos of the Northern Territory as well as merchandise that you can buy on their website — which is “NT Official” certainly suggesting the campaign is endorsed by a tourism authority.
A complaint was lodged with the industry self-regulating Advertising Standards Board who ruled “the ‘C-word’ to be obscene and not appropriate in advertising in any form” although since the perpetrators of the slogan haven’t even identified themselves there’s really nothing that can be done other than asking Facebook nicely “to try to have the page taken down.”
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