Boring Norfolk

By John Eccles

Norfolk Islanders were told the facts of life as far as tourism is concerned in no uncertain manner by a Sydney firm of public relations consultants in August. The islanders had com missioned the tourist board to have a pamphlet prepared and printed extolling the virtues of their “paradise” home. But the

finished job sported the following

message on the front page: “The most boring place in the whole wide world.”

When they opened the pages they were confronted with a view of Norfolk which in their opinion portrayed them as a hard drinking, lazy crowd. It also gave unwelcome publicity to fish which produce a drugged effect similar to LSD.

No wonder they were upset.

Some extracts from the pamphlet on which complaints are based: “If you ask a Norfolk islander what he does he will almost always answer: ‘As little as possible. . .

“An island drinking party is fun, but a prolonged affair with songs, reminiscences about the olden days, straight out exaggerations, an un believable fellowship and about a thousand drinks. . . .”

“. . . It might be wise to avoid the one known as the dream fish. It is said to give LSD-type hallucina tions during sleep. But then again, at least it’s legal.”

“At night you can dance or sing or dine out. Or sit around swapping drinks and lies with the islanders.”

Following the mixed reception the pamphlet received on Norfolk, the tourist board sent a letter to the Norfolk Islander from their public relations firm, Etcetera, which had commissioned the brochure. Trying to be as nice as possible, this is what it said in extract: “• • • I think you must accept the fact that you are competing for trade in a highly competitive and sophisticated market. The people you are trying to attract as tourists don’t think the way you do—thev are different—and they have different pressures put on them.

“Millions of dollars of advertising are spent on all media throughout Australia annually to try and attract

people to different resorts. Little Norfolk hasn’t much money so it has to use what it has in the most dramatic and effective way. Hence the headline—‘the most boring place in the whole wide world’. It attracts attention. That’s what it is supposed to do as well as carrying a message.

“It is saying a tired message in a fresh way and in a way which you can’t deny attracts EVERYBODY’S

attention. Who is to say it is right or wrong? In advertising terms it is lesson number one—shock first.”

One can sympathise with the islanders who feel they have been made to look like something they are not. What this incident reveals is that if any territory wants to attract tourists in a big way it must be pre pared to accept modern channels of communication with the general public. If the islanders don’t like it, then it’s up to them to drop high powered tourist promotion.

And that wouldn’t please TraveL odge who are believed to be spend ing big money in refurbishing their latest acquisition, the Paradise Hotel.

Hotel.