Tagline has quickly become the subject of derision, with some critics likening it to a clearance sale slogan

A New Zealand tourism campaign targeting Australian visitors has been ridiculed for sounding like a clearance sale slogan and for being tone-deaf amid widespread public service job cuts and record numbers of New Zealanders moving overseas.

The government launched its “Everyone must go!” campaign on Sunday, in a bid to encourage Australian holiday-makers to visit New Zealand. The NZD$500,000 campaign will run on radios and social media in Australia between February and March.