To be fair, coming up with a tourism campaign slogan is a tough job. A single catchphrase has to grab the attention of millions of people and convince them to spend their time, and a lot of their money, travelling to whatever place it’s trying to sell.
There have been a whole range of approaches over the years. There’s the gently rousing approach, like Iceland’s “Come and be inspired”. There’s the cheeky, in-your-face approach, like Australia’s “Where the bloody hell are you?”. Then there are places like Nebraska, which played to its reputation as one of America’s least thrilling states with the 2018 slogan: “Nebraska. Honestly, it’s not for everyone”.There are also ads that fumble a great idea. Earlier this month, Tourism Australia was forced to re-do its new advertisement for its UnDiscovered Australia campaignThe original image shows a couple sitting on a hill in Kings Park, WA, while taking in the spectacular view of the Perth CBD at sunset.
The problem is, the sun in the image appeared to be setting in the east — even though the sun famously sets in the west. The error has since been fixed.