Brisbane’s new tourism campaign to attract female visitors has been labelled “sleazy, cheap and nasty”.
The $600,000 six-month print and online campaign, an initiative of Tourism Queensland, is due to start on January 31 and hopes to cement Brisbane as the nation’s capital for girls’ weekend getaways.
But it will carry the catchphrase: “Brisbane. What are you up for?” – an expression often used colloquially as a sexual advance, the Courier Mail reports.
Splash Consulting Group managing director Amanda Stevens, who specialises in marketing to women, described the ‘What are you up for?’ tagline as “sleazy, cheap and nasty”.
“It is something some drunk bogan would say to someone at a pub,” Ms Stevens said.
“I give them 9/10 for strategy, 1/10 for execution.”
QUT cultural studies expert, Professor Axel Bruns, described the slogan as “risky”.
“Its interpretation could go either way,” he said.
Tourism Minister Peter Lawlor said the slogan’s objective was “to highlight the adventures and experiences Brisbane offers to women”.
He said it was hoped it would position Brisbane as a young, vibrant, easily accessible and inexpensive city.
The campaign is part of the State Government’s Tourism Action Plan to 2012 and follows the spectacular flop of Tourism Australia’s $180 million “Where The Bloody Hell Are You?” drive with a bikini-clad Lara Bingle in 2006.
That campaign failed overseas with some audiences offended by it and others confused by the Aussie vernacular.