The Queensland state government has fanned those flames with their new, incendiary tourism campaign. In it, an e-bike rides seamlessly through the soft sandy beaches of Surfers Paradise. Some critics charge that putting e-bikes on beaches creates the impression that we should be using them on paved roads. Alton Twine, the CEO Bicycle Queensland, makes it clear that e-bikes do not belong on the beach. Finally, he calls for a renewed focus on what the campaign should actually say.
The government’s latest attempt to brand NSW as a tourism destination, That Holiday Feeling, was launched on Sunday, highlighting a stack of attractions around the state. Their minute-long promotional video features a cool young dude zipping down the beach on his e-bike. This clip has sparked a firestorm of opposition from local advocacy organizations and outraged residents.
Criticism from Bicycle Queensland
Bicycle Queensland has condemned the government’s use of an e-bike scene in its television commercial shock horror, not showing the right leadership. Twine voiced his concerns, stating, “The beach is there to be enjoyed by people recreating, lying on the sand, going for a swim, going for a surf, not to be riding a bike or any other vehicle up and down the beach itself.” He cautioned that this representation shows risk of further complicating the public’s understanding of where e-bikes are allowed.
“One of the unintended consequences might be that people might look at that and then think that it’s okay to ride their bike on the beach,” – Alton Twine
Twine vehemently opposes the use of e-bikes on the beach. This position is unequivocal, despite no state legislation currently existing in Queensland prohibiting such relationships. Here, he reminded the audience that e-bikes are allowed on roads and sidewalks legally. Yet, they need to avoid congregating in public spaces such as beaches.
Government’s Defense of the Campaign
Tourism Minister Andrew Powell has gone on the defensive over the tourism campaign. Further, he states that its purpose is to market Queensland as Australia’s favourite holiday place. He responded to the criticism by stating, “People complaining about a production clearly need a holiday.” Powell reiterated that safety continues to be a priority and assured that e-bikes should be used in a way that aligns with Queensland government guidelines.
The Minister went right at fears that the promotional material would be abused to promote drinking and driving. He reiterated that any illicit conduct should be reported to the authorities. He did firmly champion the larger vision behind their tourism strategy. This strategy will play out over several cycles over the next several years.
“The exciting thing about this brand is that it’s not just one campaign, this is multiple campaigns,” – Andrew Powell
Future Considerations by Local Authorities
In response to the outcry, local councils are now looking to pass bans on EVs across their 12,000-mile-long coastlines. This decision mirrors the increasing demands for safety and appropriate use of e-bikes in our most popular recreational spaces. Twine told Advertising Queensland that its members would back the campaign, provided it pulled the disputed beach image from its ads.
“We would support if they wanted to re-edit it and put it up on a bikeway — you can still show that people are happy and enjoying the tremendous environment that we have in places like Surfers Paradise,” – Alton Twine
