A new Tourism Australia campaign is attempting to get away from the stereotypical image of boozers and beach babes, and give the country a sophisticated facelift. Unfortunately, the editors overlooked a scene including a couple walking unaccompanied along a beach on South Australia‘s Kangaroo Island, clutching a bottle of wine. Not only is alcohol not allowed on the beach, but visitors are required to be accompanied by a ranger. To combat the guffaw, Tourism Australia’s managing director Andrew McEvoy is looking at the positive aspects of the ad, like high-quality shots, products and experiences. Likewise, the website has been revamped to include new language, containing words like “sophisticated,” “contemporary” and “inspiring.”
Most likely, the average viewer will not recognize the mistake; however, you’ve got to wonder how the tourism board overlooked this especially after spending such an exorbitant amount of money.
To see Tourism Australia’s latest ad, check out the video above.