Tourism Tasmania has created a parody of South Australia's recent Old Mate tourism ad in a social media campaign.
The campaign, created in-house by its social media team, features Tasmania's own "old mate" enjoying the local oysters but there isn't a tear in sight.
"Don't feel sorry for old mate, he's been coming to Tassie for years," says the social media post.
It comes after the recent release of the South Australian Tourism Commission's (SATC) new Don't Feel Sorry For Old Mate which received backlash for showing an elderly man crying.
Tourism Tasmania chief marketing officer Emma Terry says the tongue-in-cheek campaign aimed to paint Australia's most southern state in a positive light.
“Given some of the recent attention the ‘old mate’ campaign has been attracting, we felt there was some room to be a little cheeky on social media – a channel which lends itself to some light hearted fun," Terry says.
"For a little while now, our campaigns have been featuring the imagery of our own ‘old mate’ taking part in a uniquely Tasmanian experience and clearly enjoying it.
"It’s great to see the post generating some positive commentary about Tassie and our wonderful oysters.”
Earlier in the year, Tourism Tasmania appointed BMF as its lead creative agency and Clemenger BBDO Sydney as its lead digital agency.
TBWA was behind the SATC campaign after winning the account last year up against 35 agencies including incumbent and Adelaide local KWP who had held the account for a decade.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.