South Australia's Kangaroo Island became a hot topic on Twitter overnight, after it was revealed that celebrities are being paid to tweet about the tourist destination.
Chef Matt Moran and singer Shannon Noll are among those paid up to $750 per tweet - to sing the island's praises.
Marketing director of SA Tourism, David O'Loughlin believes there is no ethical problem with such marketing strategy.
"I don't see a problem in this particular case. I mean our job as marketers and our job in marketing our great state is to try to get as many conversations as we can out in the marketplace about South Australia," he told the ABC.
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