The Northern Territory in Australia, also known as NT, is a region filled with desert landscapes, lush forests and oasis like springs.
And in a bid to encourage tourism to the area, a daring new campaign has been launched by a "guerrilla" tourism group – that is quite possibly the most Australian thing ever.
Harnessing the Aussie pastime of calling everything a certain c word, the campaign uses the slogan “CU in the NT,” with the tagline: “The top end. Different from the bottom end.”
Featuring t-shirts and singlets with the slogan, the Facebook page has garnered plenty of attention since its launch.
And opinion is certainly divided. So much so, Government tourism officials are considering legal action.
"We are a fronted by a guerrilla group of people with the aim of promoting travel awareness to the Northern Territory region," a spokesperson for the rebel campaign told Mashable.
"We want people to recognise that if they want to go to the NT they shouldn't hesitate. They should just go . . . "
Meanwhile, Government tourism officials are looking to take legal action over the campaign, news.com.au reported, because the images used were lifted from the Tourism NT official website without permission.
Some users wrote glowingly of the ingenious marketing campaign, with one proud Aussie writing: “This is why I love Australia.”
But others were less impressed, with one user writing that the page was an “absolute f*ing embarrassment.”
Another pointed out: “Just wondering what Elders you consulted or granted you permission to use Uluru, a sacred site, with this slogan plastered over it – or any other parts of the country you’re spruiking for this campaign.”
Jody Ellis wrote that it was a “national disgrace,” and slammed the campaign for using “filthy language and calling it tourism promotion.”
Meanwhile Eric Code wrote: “While I find this offensive, I am most bothered by your apparent lack of maturity and skill. Grow up. Don’t base your marketing on lady parts and shocking words when you have a spectacular environment to share.”