You have to wonder about some people in advertising.
In the quest for the mythical “viral” campaign, they leave themselves open to some heavy punches.
Like Cummins & Partners, the international agency the State Government paid a handy sum (quite how handy we’re not exactly sure) to create new ads for WA Tourism.
Get in front of tomorrow's news for FREE
Journalism for the curious Australian across politics, business, culture and opinion.
READ NOW• MORE: State Government unveils new tourism campaign
In a bid to create a campaign that had a strong focus on conventional and social media, they dreamt up the hashtag #JustAnotherDayInWA.
The idea (and we’re sure it sounded brilliant in the boardroom) is that people use the hashtag when they’ve just taken a breathtaking photo at Ningaloo Reef, or sipping some nice Sauvignon Blanc down in Margaret River.
But they forget – social media exists largely for the exuberantly sarcastic among us.
For every beautiful pic of the stars taken from the Kimberley, there will be another 10 which do nothing but take the proverbial.
That’s the way the internet works.
That the boffins at WA Tourism or Cummins & Partners don’t understand that is breathtaking.
Or maybe they do, and figure the sarcasm from WA residents, and potential East coasters about the state they still view as some kind of remote outpost, will be outweighed by good vibes from less cynical overseas targets.
The television campaign the agency created is beautiful – terrific, high-quality videos.
It’s the hashtag that undoes all the good work.
Because Australians are genetically predisposed to undermine – it’s just what we do.
Cue the picture of someone stuck in Mitchell Freeway traffic at 4pm on a Friday: #JustAnotherDayInWA
The picture of your bar receipt for a couple of $15 pints: #JustAnotherDayInWA
Social media is a snarky world, and we have to live in it.
Don’t take our word for it, see for yourselves:
