Additional reporting by Eleanor Barker
It's the single word that's ruffled quite a few feathers. But it has gone beyond that now.
As part of NZ$40m Tourism Australia campaign, which actually cost NZ$70m, some creative masterminds came up with this corker to represent the nine "Aussie philosophies": Mateship, a "no worries" attitude, love of nature, spirit of adventure, optimism, storytelling, among others.
![Tourism Australia's campaign urges tourists to experience the Aussie way of life. Photo / Supplied](https://www.nzherald.co.nz/resizer/v2/V7YRJVLDGNPD66FTTHYZSZE7D4.jpg?auth=74375768d86796641e92e8f4b6a4461f7ec0265e774892aebb41a942dedd84b6&width=16&height=10&quality=70&smart=true)
But their play on words has left the country unimpressed and it's rapidly gaining traction - in the worst way possible for Australian tourism.