The juxtaposition of the picturesque scenes compared to the terrifying footage of people fleeing to beaches to escape the inferno has prompted criticism about the ad's unfortunate timing.
It features cameos of cricketer Shane Warne, Olympic medallist Ian Thorpe, Tennis player Ash Barty and comedian Adam Hills, in idyllic coastal and central Australia locations, which are unaffected by the bushfires.
In an interview conducted before the ad's launch, Cope agreed the timing of the campaign was "difficult" but said it was designed to leave a long-term impression of Australia in the hearts and minds of the British. On Friday, Tourism Australia issued a statement saying most tourism areas and operators remained unaffected by the fires.
Australia Latest News, Australia Headlines
Similar News:You can also read news stories similar to this one that we have collected from other news sources.
'Out of respect'; Kylie Minogue Matesong Tourism Australia ad pulled amid bushfire coverageLess Kylie, more bushfires. Tourism Australia is pausing the digital element of its multimillion dollar advertising campaign after its juxtaposition with terrifying images of the bushfire crisis prompted criticism | latikambourke
Read more »
The world has made the link between Australian coal, fires and climateAs a result of coverage of our performance in Madrid and the bushfires, Australia is now seen in a different, darker light.
Read more »
Death toll rises to ten as evacuations beginLIVE | 28 missing, 2 confirmed dead in Victorian bushfires, Daniel Andrews says as mass evacuations begin from Mallacoota
Read more »
New emergency blazes flare across three statesLittle remains of the luxury Southern Ocean Lodge on South Australia's Kangaroo Island, after bushfire tore through the area. 9News Live bushfire coverage:
Read more »