SYDNEY — A brazen tourism logo, “CU in the NT,” aimed at attracting people to Australia’s Northern Territory has caused a social media stir, with some calling it clever and others disgusting.
The provocative design was put together by a group referring to itself as NT Official, which is selling bumper stickers, shirts and singlets on its sophisticated Web site and Facebook page.
Despite appearances, it is not affiliated to the official government body Tourism NT.
“Tourism NT has no connection and is no way affiliated with the Web site or Facebook page of NTOfficial.com or any of their promotions,” it said in a statement to AFP.
NT Official could not be reached for comment and the identity of those running it is not known, although a disclaimer on their Web site says: “We’re just some lovers of the top end, spreading love for our favorite territory!”
The Northern Territory News said they called themselves “a guerilla group of people with the aim of promoting travel awareness to the NT region, specifically targeting younger markets.”
They have been inundated with orders and drawn plenty of interest to a tropical part of Australia, known as the Top End, where tourism numbers have been declining.
“What an incredible response so far! So many more people are discovering the NT since the campaign launched and with many planning their trips as we speak,” NT Official said on Facebook.
But the slogan “CU in the NT: The Top End. Different from the Bottom End,” has drawn mixed reactions.
“Terrible. I am disgusted by this ad,” said Sue Scarella on Facebook, but Twitter user Troy Hunt was more complimentary. “Say what you will about Aussies, we know how to run a tourism campaign!” he tweeted.
Messages on the Tourism NT Facebook page were also largely positive.
“It never did FCUK any harm. You should be looking to hire them,” said one, referring to the French Connection retailer, branded FCUK.
Another added: “The tourism board should be thankful that NT Official released their work, its spread around the entire English speaking world, in a matter of days.” — AFP