Go Down South With Your Mouth, South Australia was the slogan for a recent risqué new tourism campaign, that appeared to be by the South Australia Tourism Commission, but the tourism body has denied any involvement.
Perhaps echoing the age old phrase, “There’s no such thing as bad publicity” often associated with Phineas T. Barnum, the 19th century American showman and circus owner, the campaign has generated plenty of attention on social media.
Assumed to be a play on words and possibly an April Fools’ joke, there is a quality video similar to a real tourism campaign, with an associated media release saying, “In response to a year of adversity and commercial hardship, the Taste Down South campaign positions South Australia as a destination for fellow Australians with untapped potential,” adding, “It aims to change the perception of those yet to experience Down South by promoting the unique strengths in South Australia’s culinary and hospitality industry”, and “The campaign aims to boost domestic awareness and state economy by the third quarter of 2021 through increased tourism dollars and greater opportunities for local jobs.”
Check out the video here:
The release mentions and quotes a Clarke Reid, a “Taste Down South representative”, who says the campaign will roll out over six month across traditional, digital and social media.
An edited report by John Alwyn-Jones
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