A rethink for Brand Australia
After a horrific fire season, Australia is not looking quite so clean and green. The question now is how best to reposition the Great Southern Land as a tourist destination.
"We understand the scale of the challenge for Tourism Australia to recover our appeal," says Tourism Minister Simon Birmingham. But the perception that the entire country has burned may leave a lasting impact. David Rowe
By any measure, it's been a monster perfect storm leading to a public relations nightmare, as the world watches vast tracts of Australia burn in real time on every type of channel from the BBC to Snapchat.
As the first plank of the federal government's $38 million Come Live Our Philausophy campaign went live in Britain over Christmas, firestorms were raging in popular tourism areas. And a fire in South Australia's Kangaroo Island was about to hit the nation's radar big time.
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