Wollongong’s ironic tourism ad campaign sparks debate by asking, “Why would you bother?” to boost visibility.

A new tourism ad campaign for Wollongong, Australia, featuring the tagline "Why would you bother?" has stirred debate after showing a local downplaying the city’s food, hotels, and sports team. Created by Honest Boys and inspired by a similar Norwegian campaign, it uses dry humor to reflect local underestimation of the city. Destination Wollongong’s Jeremy Wilshire said the polarizing response was intentional, aiming to spark conversation and stand out in a crowded market. While some praised its cleverness and effectiveness with younger audiences, others found the tone too dismissive. The campaign has succeeded in generating widespread discussion, fulfilling its goal of increasing visibility.