The CEO of the body tasked with promoting Adelaide and South Australia has apologised after a marketing stunt resulted in dead goldfish ending up at media agencies around the country.

As Mumbrella revealed yesterday, the goldfish were sent out by Advantage SA and co-brand Advantage Adelaide to media agencies across the country. The message was: “Be the big fish in a small pond and come test the water.” A number of the fish were dead by the time people took delivery. Advantage SA describes itself as “an influential membership-based organisation that uniquely connects with the South Australian Government, media and businesses enhancing confidence and pride in the State.”

The organisation has not yet returned Mumbrella’s calls, but this morning CEO Karen Raffen went on air on 891 ABC Adelaide to apologise for the stunt.

Raffen, who said that 55 goldfish were sent out, said: “We offer our sincere apologies. There was absolutely no intention to cause distress or harm to the fish.”

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She said that prior to Mumbrella’s article, Advantage SA had received three complaints. She said that the agency would be happy to take custody of any goldfish that agencies did not want to look after. She said: “We are willing to collect any fish not being looked after and provide them with a good and healthy home.”

She added: “In hindsight we would probably not do this again.”

3.50pm update: Raffen issued a statement saying: