There's Nothing Like Australia...
Never before have I lived in a country where the launch of a new international tourism campaign attracts so much attention and grabs so many headlines.
Perhaps it speaks of the ongoing national conversation about Australia's still-evolving national identity. Perhaps it comes from a fierce national pride and the consequent pressure on Tourism Australia to produce a campaign that is worthy of the country.
Perhaps it is simply that Tourism Australia has produced a run of controversial campaigns, which have been deliberately provocative. Its much-derided campaign was an obvious case in point.
Now Tourism Australia has unveiled its new slogan, , and the first stage of its new campaign: an invitation to every Australian to upload images and stories featuring their own favourite parts of the country. They will ultimately form an interactive map that will be the centrepiece of an online social networking campaign.
Suffice to say, within hours of the launch a , proving there's nothing quite like the Aussie sense of humour. It features, among others, that notorious image of Steve Irwin at his beloved Crocoseum in Queensland, when he faced down a crocodile with his baby son, Bob, tucked beneath his arm. "There's nothing like taking your son to work," says the tag line.
Last month, I happened to be at a pre-launch party for the campaign, where, in the interests of full disclosure, I should point out that I benefited from Tourism Australia's hospitality to the tune of one beer, a sushi roll and an asparagus spear wrapped in flaky pastry. I would hate to be accused of accepting crudites for comment.
But I mention the event because of a brief speech from Tourism Australia's chief marketeer. After unveiling the new slogan, he ended his remarks with a throwaway "Come and Say G'day," Paul Hogan's celebrated catchphrase from the country's most successful ever tourism campaign.
Needless to say, the audience seemed to react much more favourably to "Come and Say G'Day" than "There's Nothing Like Australia," which fell a little flat.
It is more than 25 years since Paul Hogan, the chirpy comedian, first told prospective visitors that he would throw another shrimp on the barbie in readiness for their arrival. Millions of dollars and a few failed campaigns later, is it fair to say that Tourism Australia has yet to come up with a more attractive invitation?
I'm 
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