Depending on how you read it, New Zealand's latest tourism tagline can be a well-meaning plea for people to visit - or a threat to kick Kiwis out."Everyone Must Go!" reads a slogan printed across posters of people in New Zealand's majestic landscapes - part of a NZ$500,

New Zealand’s new tourism campaign - with its slogan “Everyone must go!” - has prompted ridicule from opposition politicians and some members of the public who compared it to a clearance sale advert.

The timing of the campaign has many complaining that the slogan is tone deaf – and references bathroom activities.

Instead, the new tagline, ‘Everyone must go!’ has caused controversy, with many describing it as ‘tone-deaf’ at a time of record emigration and unemployment rates in New Zealand. The marketing ploy launched last weekend on social media and radio and was designed to encourage Australians – the country’s biggest tourism market – to visit.

Posters using the slogan "everyone must go" were intended to attract more Australians to visit, but has since been labelled tone deaf, as the country deals with record emigration rates and unemployment.

Critics have downplayed the campaign's slogan, with some saying it sounds like a discount store promotion or even a public restroom sign