‘Go down south, with your mouth’: VERY suggestive tourism slogan for South Australia raises eyebrows – but is there more to the story?
- Cheeky SA travel ad launched with tagline ‘go down south, with your mouth’
- State’s tourism body denies responsibility for launch which may be a PR stunt
- Marketers behind ‘CU in the NT’ campaign might be responsible for this one too
South Australia Tourism has denied responsibility for a cheeky travel ad with the tagline ‘go down south, with your mouth’.
The marketers responsible for a 2019 stunt called CU in the NT – ostensibly about driving tourism to the Northern Territory – are believed be behind the latest release called Taste Down South.
The press release launched with a Youtube channel, social media, website and merchandise, including t-shirts, stubby holders, caps and stickers.
A campaign called ‘Taste Down South’ for tourism in South Australia has been launched
In a launch video, a sultry female voice talks over a montage of location shots and footage such as red wine poured into a glass, a red steak and a woman running through a vineyard.
‘Why does it taste so much better, when you go down south?’ the narrator said.
‘Taste can decide our destiny and transport us back in time.
‘But not any mouthful will do. Your tongue yearns for a certain sensation.
‘It’s time to go down south, with your mouth.’
Merchandise with the tagline ‘go down south, with your mouth’ is already available online
Queensland marketer Adam Blackburn is believed to be behind the stunt and a similar 2016 campaign called CU in the NT
The official Facebook page of ‘Taste Down South’ told Daily Mail Australia ‘we have hired the same team of marketers’ that were behind CU in the NT.
Queensland digital marketers Adam Blackburn and Blaze Tripp are believed to be responsible for both campaigns through a company called ICBM Pty Ltd.
According to his LinkedIn profile Mr Blackburn has been the Director of Constant Supply, a ‘brand fulfilment for the digital age [offering] a unique approach to personalised branded merch and fulfilment’ for the last four and a half years.
When asked whether the business was behind the 2016 stunt, the Taste Down South page said ‘to be honest, we find [CU in the NT’s] appeal a bit dry.’
When asked if the remark was on the record, the account replied: ‘Naturally. We are about promotion, after all.’
The page did not respond to further questioning.
The CU in the NT campaign has been very successful and merchandise is available to buy
Like the CU in the NT campaign, the business has merchandise for sale.
All with the tagline, ‘go down south, with your mouth’, a shirt costs around $40, a cap will set you back $35 and a wine carry cooler is $25.
The CU in the NT Facebook page was active last week and photos posted on Instagram show tourists wearing CU in the NT branded gear, including face masks and thongs.
South Australia Tourism told the ABC, ‘it’s so not us,’ when asked whether they were responsible for the cheeky campaign.
Daily Mail Australia has also contacted Tourism SA.