Tourism New Zealand takes cheeky swipe at MLA's New Australia-Land campaign

Tourism New Zealand launches tactical activity following MLA's recent New Australia-Land campaign

Tourism New Zealand has weighed in on the MLA’s recent proposal to merge Australia and New Zealand with a cheeky website promoting New Zealand.

The site, which combines the MLA’s suggested ‘New Australia-Land’ with Tourism New Zealand’s iconic tagline to create '100% Pure New Australia-Land', features “all the best parts” of the merged nation.

“We felt the people of New Zealand needed to respond to such a proposition, so we packaged all of the best bits of New Australia-Land into one place. They all just happen to be in New Zealand” said Andrew Waddel, Australian general manager of Tourism New Zealand.

The site pokes fun of Australian stereotypes to promote New Zealand travel destinations and experiences. It also celebrates New Zealand’s lamb industry, pointing out how the country's North Island resembles a lamb chop.

Tourism New Zealand has also enlisted the national airline Air New Zealand for the campaign, with the airline offering deals for Aussies to travel to New Zealand.

The campaign was created by TBWA\Sydney.

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.