Gehena wamagazi. Zokopa alendo ku Australia zili m'malo ochepa ndi kuchuluka kwa alendo omwe adabwera koyamba kubwerera m'mbuyo zaka zisanu ndi ziwiri zapitazi.
Ndipo Prime Minister Kevin Rudd adayimilira boma lapitalo kampeni yokopa alendo "kotero komwe kuli gehena wamagazi", ndikuyitcha "tsoka lagolide".
Tourism Australia ikuyembekezeka kulengeza dzina la bungwe lotsatsa sabata ino lomwe lidzayimbidwa mlandu wopanga "chizindikiro" chatsopano. Koma kodi limenelo lidzakhala yankho? Pokhala ndi chidwi cha dziko panthawiyo, nyuzipepala ya The Sun-Herald inapempha mabungwe atatu apamwamba a dziko kuti apange njira yogulitsira dziko la Australia kudziko lonse lapansi.
Jonathan Kneebone wa The Glue Society, gulu la olemba ndi otsogolera, angapange malonda ogulitsa padziko lonse lapansi, otchedwa "NJIRA IYI MKULU" kuti atumize zabwino za Down Under ku mizinda ikuluikulu ku Ulaya, US ndi Asia. "Tangoganizani mukuyenda mumsewu ndipo mukuwona sitolo yomwe ili yophiphiritsira ku Australia monga IKEA ndi Sweden kapena McDonald's ndi America," adatero Mr Kneebone.
Koma masitolo a WAY WAY UP sangakhale ndi Victoria Bitter kapena Vegemite. "Lingaliro ndilakuti Australia ikhazikike patsogolo kwambiri, kuti anthu apite kumeneko kukagula botolo labwino kwambiri la chardonnay kapena mtundu wa bikini wopangidwa mwapadera ndi Zimmerman kapena zovala zamkati za Elle Macpherson. Mungalimbikitse anthu kunena kuti ‘Ndagula T-shirt, tsopano ndipita kukaona dziko’.”
Pamsonkhano wa komiti yatsopano ya National Tourism Strategy ku Melbourne sabata ino, mgwirizano wapadziko lonse lapansi pakati pa Tourism Australia ndi 20th Century Fox kuti ulimbikitse filimu yatsopano ya Baz Luhrmann ku Australia idzakambidwa ndi chiyembekezo kuti iwonetsa mbiri yokopa alendo. New Zealand idapindula kuchokera kwa The Lord Of The Rings trilogy.
Kampani yolumikizirana Naked idachitanso chidwi ndikugwiritsa ntchito mafilimu kugulitsa Australia. Mnzake Adam Ferrier adapereka lingaliro kuti agwiritse ntchito otsogolera mafilimu anayi odziwika kutsidya lina kuwombera zolemba zabwino ku Australia kuti ziwonetsedwe m'maiko awo.
"Kungakhale anthu aku America kumvetsera kwa Achimereka kapena aku Japan akumvetsera ku Japan, m'malo moyesera kudzilalatira," adatero.
Koma a John Mescall, director director of Melbourne ad agency SMART, adati Australia iyenera kugulitsidwa pakompyuta, osati siliva, zowonera:
"Australia.com, tsamba lathunthu komanso lolumikizana, lingapangitse anthu kumva kuti akumanapo ndi mbali zina za dzikolo asanatsike ndege," adatero. Makamera apadera apandege, masitima apamtunda ndi ma tramu amatha kuwonetsa dziko la Australia padziko lonse lapansi.
smh.com.au
