Critics Branding it as Tone-Deaf, given the Country’s Record-High Emigration Rates, and Sweeping Job Cuts
When New Zealand’s government launched its latest tourism campaign, they probably didn’t expect it to be compared to a desperate clearance sale or a public bathroom crisis.
But that’s exactly what happened.
The tagline—”Everyone must go!”—was meant to entice Australian travellers to cross the Tasman Sea and explore New Zealand’s picturesque landscapes.
Instead, it triggered a wave of ridicule, with critics branding it as tone-deaf, given the country’s record-high emigration rates and sweeping job cuts in the public sector.
On the surface, the NZD$500,000 (RM1.265 Million) campaign seemed like a standard tourism push, running across Australian radio and social media.
The goal?
To remind Kiwis’ closest neighbours that New Zealand is open for business.
Where Did It Go Wrong?
But within hours of its launch, the tagline became an internet sensation for all the wrong reasons.
Social media exploded with mockery.
Opposition politicians took aim.
Even tourism spokespersons piled on, with one Green Party MP joking that it sounded like a plea for more public toilets at crowded tourist spots.
One X user summed it up aptly,“If I was in a government seeing record emigration, I simply would not pick ‘everyone must go’ as a slogan.”
Marketing slogans thrive on brevity and clarity, but when context is ignored, disaster strikes.
The biggest mistake here?
A failure to consider how the phrase might resonate beyond its intended audience.
With thousands of New Zealanders leaving the country due to economic strain, the campaign’s wording unintentionally echoed their frustrations, making the government look out of touch.
Marketing Takeaways
1.Test Your Messaging in Real-World Contexts
A clever tagline in a brainstorming session can take on a whole new meaning in public discourse. A/B testing with focus groups could have easily flagged the unintended double meaning before launch.
2.Stay Sensitive to the Socio-Political Climate
Tourism is an economic booster, but when citizens are struggling, a slogan like “Everyone must go!” feels dismissive. Marketers must always read the room—especially when working in politically charged environments.
3.Have a Crisis Communication Plan
Missteps happen. But how a brand responds can turn the tide. Rather than doubling down, the government could have leaned into humour or quickly adjusted course with an alternate slogan. Transparency and agility win in today’s fast-moving media landscape.
Tourism New Zealand’s legendary 100% Pure New Zealand campaign worked because it was aspirational, clear, and aligned with the country’s brand promise. In contrast, “Everyone must go!” highlights what happens when messaging lacks nuance.
The lesson?
Words matter.
They shape perception, define brand identity, and—if miscalculated—can turn your campaign into a global punchline.
For marketers, this fiasco is a timely reminder: The best slogans don’t just sound good. They feel right.
The APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.
This is the only event where Live Presentations meets Live Judging.
Similar to TED Talks, The APPIES is the chance for great presenters with outstanding work to show it off to some of the industry’s most important industry leaders.
This year’s winners will receive Gold, Silver or Bronze trophies for 21 categories, and 6 special Best of Best categories (red trophies) that require no submissions!
Campaign entries must have run between June 2024 to May 2025
