SA Tourism Defends Its Controversial New Ad

Sep 3, 2019

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The lead ad in a new campaign to bring people to South Australia was designed to let people “judge Adelaide for yourself”, says the state’s tourism body.

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The SA Tourism Commission’s Brent Hill told FIVEaa Breakfast:

“There’s a lot of perceptions around Adelaide… people were saying about Adelaide it’s a bucket list item, it’s something I’ll get to at some point in life and 20-odd years go by and they haven’t come down. We really wanted to hit that perception straight between the eyes…

“Judge Adelaide for yourself. A lot of people rely on third person commentary or really dated 15-20 year old commentary about Adelaide. We want people to come down and judge it for themselves.”

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FIVEaa’s David Penberthy wasn’t so upbeat about the new ‘Old Mate’ ad:

“I hated it. I feel bad saying that. I don’t want to join in the pile on… I can see what they’re trying to say but I just don’t think it works very well.

“Didn’t we sack our local advertising firm and outsource it to Victoria? Maybe this is a Victorian plot to make us sound uninspiring.

“I watched it a couple of times and I was trying to be open minded but I just don’t think it works at all.”

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