It seems not everyone's a fan of this tourism tranformation, as this quote from The Age attests:
Advertiser Allan "Jo" Johnston, co-creator of the successful Paul Hogan "throw a shrimp on the barbie" campaign, says the new Tourism Australia TV ads leave him feeling similarly displaced. "Lack of friendliness, I think, is the main thing wrong with it," he says.
"It's all about a marriage breaking up, someone coming up and sprinkling magic dust on you, with a few standard shots of beautiful footage. This is just a bit too dark and mysterious for me. It's beautifully shot, but it looks like it's been shot in Siberia — talk about bloody sunniest country in the world, it's all dark."Then today the ads have been criticised for being too 'white-collar'. Not an unfair comment I suppose, but given the financial meltdown, I'm wondering if any collar colours will be springing for a ticket to the land of Oz?! I fear we may soon be back to demanding, "Where the bloody hell are you?"