Guess who’s back? South Australia debuts part two of ‘Old Mate’ campaign

Guess who’s back? South Australia debuts part two of ‘Old Mate’ campaign
By Alexandra Coulton


South Australia has released part two of its controversial ‘Old Mate’ campaign, despite part one coping widespread criticism.

At the start of September, the South Australian Tourism Commission (SATC) released an ad titled ‘Don’t feel sorry for old mate…’ featuring an elderly man appearing depressed while visiting the state’s tourist attractions including a vineyard, local beach and Adelaide Oval.

The 30-second clip was instantly slammed on social media for being ageist and depressing with one punter speculating it should include a link to a suicide hotline.

Over the weekend, SATC released a second instalment titled ‘Old Mate’s mates’ which debuted in Sydney, Melbourne and Brisbane on Grand Final Day.

The sequel shows Old Mate returning to Adelaide, this time bringing along his mates.

https://www.youtube.com/watch?time_continue=30&v=84Zj2TbWQwU

The ad shows the trio partaking in a boys weekend featuring four-wheel driving across Sellicks Beach, a helicopter ride in Mclaren Vale to see the D’Arenberg Cube, watching the sunset in Henley Square and strolling through the laneways in Peel Street all set to the tune of Thin Lizzy’s Boys are back in town.

“After realising my folly in not visiting Adelaide sooner I knew I couldn’t let that happen to my mates. So, I planned a trip,” Old Mate himself said in a blog post.

“This time there were no tears; just driving on the beach, flying high over wineries, sampling local brews with our seasoned palates at one of the many laneway bars dotted throughout Adelaide’s west end. Hold on to your hats boys, you’re in for a wild ride.”

While the new campaign has a lighter tone and is somewhat less depressing, the tagline’s message is essentially the same:

“Don’t feel sorry for Old Mate’s mates. It’s their damn fault they didn’t visit Adelaide sooner.”

South Australia isn’t the only destination jumping on the Old Mate bandwagon, last week Tourism Tasmania released their own version of the campaign here. You can watch the original here.

Latest News

  • Hotels

Groupe Barriere appoints La Collection as ANZ representative of its Fouquet’s properties

Groupe Barriere has announced it has appointed La Collection as the exclusive representative for Australia and New Zealand of its two flagship Fouquet’s properties. This partnership brings together La Collection’s dedication to exceptional boutique experiences with the legendary heritage of the Fouquet’s brand. Groupe Barriere, a name synonymous with French luxury and the art of […]

  • Conferences
  • First Nations
  • Tourism

Indigenous tourism drives economic growth: The World Travel & Tourism Council finds

Indigenous tourism is projected to contribute US$67 billion ($AU100 billion) to the global economy by 2034, a landmark World Travel & Tourism Council has found. This economic boom is fuelled by increasing demand for authentic cultural experiences, in countries such as Australia, Canada and the United States, among others. The report showcases the sector’s role […]

  • Conferences
  • Tour Operators
  • Tourism

Perth’s Matagarup Zip+Climb becomes world’s first member of WTTC’s ‘Together in Travel’ for SMEs

Perth’s Matagarup Zip+Climb co-founder Ryan Mossny has been named the world’s first member of the World Travel & Tourism Council’s new ‘Together in Travel’ program for Small and Medium Enterprises (SME). Announced at the 2024 Global Summit in Perth (Boorloo), today the ‘Together in Travel’ program is a unique initiative aimed at providing support and […]