CU in the NT: rude but it worked
Yes, the word is offensive, particularly to women. And, I’m not going to go down the ‘artful expression’ path as justification. However, the campaign to bring tourists to the NY worked but nobody in the Darwin Council is game enough to say thanks to the advertising campaign people. See first article here.
It’s a thin sliver of official recognition for an advertising campaign that boasts about being unauthorised. In a three-line statement, the Northern Territory Department of Tourism, Sport and Culture notes that the “CU in the NT” slogan was ruled “obscene” by regulators in 2017. Don’t click on ‘more’ you could be offended—again.
CU in the NT ‘had people talking’, tourism boss says in wake of product ban
But — or perhaps, and — the department’s head of tourism and events, Andrew Hopper, acknowledged that it had an effect.
“Tourism NT’s position is that the campaign pushes the boundaries too far, although we acknowledge it has people talking about the NT,” the statement read.
“The truth is our destination has a lot more to celebrate and talk about.”
For now, the talk is about the City of Darwin council’s decision to ban the brand from the popular Nightcliff and Mindil markets.
‘Knee-jerk reaction’, brand complains
The people behind the NT Unofficial brand declined to identify themselves.
But they released a lengthy statement on Wednesday saying they were “saddened” by the council’s “ridiculous” decision.
They rejected the suggestion that the campaign was offensive to women.
And they argued that the strappy singlets advertised on International Women’s Day would be used to “[give] back to local charities that support women”.
“We celebrate all women,” the brand’s statement read.
“We feel like it is a knee-jerk reaction that has ignored the vast majority of the local population who love and celebrate [the brand].”
And the group said it was disappointed that it had not had more official support for its “tireless” work promoting the NT as a tourist destination.
“It would be nice to have recognition from the NT Government considering the hundreds of thousands of people we have introduced to the Territory since our campaign launched,” the statement read.
“But we won’t be holding our breath for that to happen just yet.”
A poll on the ABC Darwin Facebook page on Wednesday showed opposition to the council’s decision significantly outweighed support.
But alderman Robyn Knox, who proposed the ban, said she had received numerous messages of support.
“I think people are very tired of slurs being used about women,” she said.
“The Government is trying to attract more women to the Northern Territory and I don’t think words like this help.”
In a statement, Tourism Minister Lauren Moss said she understood the campaign was “meant to be tongue in cheek”.
“[But] it’s well off the mark in terms of what we are trying to achieve for Territorians,” she said.
She said the Government’s “Boundless Possible” campaign was seeking to market the Territory as place to live and visit, “including for families, young women and older travellers”.