Outgoing New South Wales’ Tourism Minister Nori dumps on the Feds – again!
Outgoing New South Wales Tourism Minster Sandra Nori, in Japan with a Trade Delegation used the international arena to once again express her views on Tourism Australia’s “Where The Bloody Hell Are You” campaign.
Japan’s Crown Prince, a music lover had surprised the Sydney Symphony Orchestra last night by arriving as a last minute guest at their Tokyo concert, kicking off on a high note the Australia Festival, a month long cultural event and an official year of exchange with Japan, providing a good omen for travel to Australia from Japan which has seen significant recent declines.
Ms Nori told the Sydney Morning Herald that she hoped that with the Prince in the audience, there would be a spotlight on Australia’s sophisticated cultural side and it would help to address the failings of Where The Bloody Hell Are You?, Tourism Australia advertising campaign which she says has missed the mark in the United Kingdom, the United States and Japan.
“If I had a dollar for every person in the tourism industry who have quietly expressed to me real concerns about this advertisement and Tourism Australia’s performance I would be a very rich lady,” she said, but the chairman of Tourism Australia, The Hon Tim Fischer, remains a believer in the campaign and defended it in an interview in Tokyo last week with the Sydney Morning Herald, saying that it had coincided with a 1% rise in the amount of spending by tourists, even though actual visitor numbers were down”.
Ms Nori said the campaign had come on the heels of See Australia in a Different Light, a multi-million dollar marketing failure that was abruptly cancelled by Tourism Australia, adding, “To have two campaigns go wrong, I mean, if you were the head of Coca-Cola or Pepsi you would be fired”.
A rather strange comment to make bearing in mind the serious decline in visitors to the State in particular Sydney and most markedly from Japan, with serious questions being asked about the role of TNSW in Sydney and throughout the State and Ms Nori not standing in the next State election as she did not want to face compulsory preselection, apparently having failed to gain the support of her NSW Labour Party colleagues, industry leaders or her local Port Jackson electorate – so who’s actually been sacked – The Mole leaves that with you to ponder?
Report by The Mole
John Alwyn-Jones
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