Aussie state’s tourism campaign branded ’embarrassing’ after TikTok influencers were recruited to prove it’s NOT the most boring place ever
- South Australia pays influencers to promote the region
- Campaign to prove it’s not the ‘most boring state ever’
South Australia’s tourism authorities have been blasted for using taxpayers’ money to pay 30 influencers to try to persuade potential travellers it isn’t ‘the most boring state ever’.
In an attempt to boost tourism, they offered influencers a ‘trip of a lifetime’ in exchange for the social media stars to highlight all the things to do in South Australia.
The move has come under fire from the state’s opposition who labelled the campaign ’embarrassing’ and said it shouldn’t have been funded by public money.
The influencers, made up of 12 TikTok stars, were given four-day packages worth thousands of dollars to promote the state.
Many posted promotional video content to a popular TikTok sound that says: ‘Ready to run amok in the most boring state ever?’
‘There’s really not much to do in Adelaide, is there?’
A South Australian tourism campaign that paid influencers to visit the state to prove it isn’t ‘the most boring state ever’ has been slammed as a waste of taxpayers’ money (pictured: TikTok influencer Chloe Grayling)
Influencers involved included Chloe Grayling and the Mescia twins who mainly post fashion tips and ‘a day in the life’ videos.
Following the sledge, the posts then transitioned to show the diverse experiences the influencers were paid to go on, showcasing the state’s oceans, rolling hills and wildlife.
The Tourism Commission said: ‘A diverse mix of 12 creators landed in SA to embark on a once in a lifetime trip filled with personalised itineraries showing them the very best that SA has to offer.’
In an attempt to boost tourism they offered 30 people, including 12 TikTokers, a ‘trip of a lifetime’ to in return highlight all the things to do in South Australia and challenge the popular misconception there is nothing to do in the state (pictured: the Mescia Twins)
Deputy Opposition leader John Gardner slammed the campaign saying it completely missed the mark.
‘I understand we’ve got to explore new ways to market South Australia to the rest of the world, but I’m not convinced having a dozen influencers calling us “the most boring state ever” is the right way to do this,’ Mr Gardner told The Advertiser.
‘South Australians are fighting a cost of living crisis and we cannot afford to have another situation where social media influencers are being chauffeured around the state and living the high life on the taxpayer dime just to shoot a few videos.
‘I’m sure many South Australians who are struggling to pay their power bills and other everyday necessities wouldn’t appreciate their taxpayer dollars going towards TikTokers running amok and calling us boring.’