The widely mocked ‘Old Mate’ campaign by South Australian Tourism Commission (SATC) is set to make a return to the big screens during the AFL and NRL grand finals.
The initial video was panned for being ageist, but it was backed by SATC chief executive Rodney Harrex, who, in the spirit of ‘all publicity is good publicity’, hailed the barrage of negative criticism as a success.
To date there have been more than 662 articles on the campaign, reaching 10.59 million Australians.
A teaser to the ‘old man’ sequel has been released.
“This is where ‘Old Mate’s Mates’ leaps off,” said Harrex. “He has gone back to Sydney, told his mates about his overwhelming experience, and guess what? They’ve never been to Adelaide either.
“This sequel also provides us with the opportunity to show more of what Adelaide and South Australia has to offer, with experiences such as the d’Arenberg Cube, Sellicks Beach, Adelaide’s city laneways, urban beaches and of course South Australians themselves, being featured.
“Old Mate really enjoys showing off Adelaide to his mates.
“But, the lesson lives on. Now it is his mates who have the regret of not having come to Adelaide sooner, but they are consoled by seeing Old Mate revelling in his new favourite city.”
Other states have also piggy backed on the campaign’s five minutes of fame, with Tasmania producing their own version shortly after.