Instead, the new tagline, ‘Everyone must go!’ has caused controversy, with many describing it as ‘tone-deaf’ at a time of record emigration and unemployment rates in New Zealand. The marketing ploy launched last weekend on social media and radio and was designed to encourage Australians – the country’s biggest tourism market – to visit.

New Zealand’s new $500,000 tourism campaign to try and lure Aussies across the ditch is being mocked for its three-word slogan. New Zealand’s new tourism campaign aimed at Australians with the slogan “Everyone Must Go” is being mocked.

Depending on how you read it, New Zealand's latest tourism tagline can be a well-meaning plea for people to visit - or a threat to kick Kiwis out. "Everyone Must Go!" reads a slogan printed across posters of people in New Zealand's majestic landscapes - part of a NZ$500,

New Zealand’s new tourism campaign - with its slogan “Everyone must go!” - has prompted ridicule from opposition politicians and some members of the public who compared it to a clearance sale advert.