A bold new tourism advertisement for Wollongong is generating significant conversation across social media and beyond, with its unconventional approach dividing opinions among locals and marketing experts alike.
The Controversial Campaign
The campaign, which features the tagline "Why would you bother?", showcases a Wollongong local dismissing the city's food scene, accommodation options, and even the Illawarra Hawks basketball team. Meanwhile, her friend appears amazed by the very attractions being criticised.
Created by local production company Honest Boys Production, the advertisement draws inspiration from Scandinavian marketing approaches, particularly campaigns from Oslo, Norway. Destination Wollongong General Manager Jeremy Wilshire confirmed the international influence behind the creative direction.
"We're quite open in saying it was inspired by Oslo," Mr Wilshire explained. "It's in a similar vein - the Scandinavian countries have a very dry sense of humour, and it's about understating the beauty of a place."
Mixed Reactions from Community and Leaders
The campaign has generated exactly the type of engagement its creators hoped for, though not all of it has been positive. Mr Wilshire expressed satisfaction with the polarising nature of the response.
"While the feedback has been very favourable, it remains polarising, and I don't mind that at all," he said. "We don't have enough budget to be boring. So to have a crack, get people talking - if it's essentially popular but also divisive then I'm all for that."
Wollongong City Council Lord Mayor Tania Brown praised the campaign's strategic approach, noting it targets a specific demographic. "I think it's targeting a particular demographic, those people who get all their news from TikTok," she said. "I think it would cut through with them. I thought it was a very clever campaign."
However, Business Illawarra director Coralie McCarthy expressed reservations about the negative framing. "I think it's great to see a campaign in the market, but I do find it disappointing that it's not more positively focused around our assets," she commented.
Marketing Experts Weigh In
University of Wollongong marketing senior lecturer Dr Ping Kattiyapornpong described the campaign as "clever" and effective in creating curiosity about the region.
"It's creating curiosity of what it is like, especially for someone who's never been to Wollongong," she explained. "The objective of campaigns is to inform, to remind or to translate, and I think the slogan may sound negative at first, and then make people think of why?"
Dr Kattiyapornpong drew parallels with previous successful Australian tourism campaigns, including the famous "Where the bloody hell are you?" campaign, noting that provocative approaches have proven effective in the past.
The campaign continues to spark conversation throughout the Illawarra region, with even the Illawarra Mercury newsroom reporting divided opinions among staff. Some described it as "cheeky but thought-provoking" while others considered it "a fail".
Regardless of personal opinions, the advertisement has successfully achieved one key marketing objective: getting people talking about Wollongong tourism.
