Dead goldfish

Tourism promoter Advantage SA has apologised after a PR campaign to invite media to Adelaide and "be the big fish in a small pond, and come test the water" backfired, with the death of a number of goldfish.

Aimed at spruiking South Australia as a destination, 55 goldfish were sent out inviting guest to a tour partly funded by the state Labor Government and run by Advantage SA, the Australian reported.

Recipients of the bowls with inscriptions "be the big fish in a small pond, and come test the water" were quick to complain, with news spreading of mass goldfish deaths.

Advantage SA chief Karen Raffen yesterday apologised, explaining it was not the intention to either harm or cause any distress to the fish or those receiving the initiations.

"On behalf of Advantage SA, I would like to personally apologise for any offence caused by the arrival of the fish," Ms Raffen said.

Ms Raffen said all fish were alive and healthy when they were hand-delivered to the media executives, with enough food to last six months.