The small resort town of Exmouth, in north-west WA, has to date staked its reputation as the gateway to the world-heritage-listed Ningaloo Reef.
It's a place where thousands of international and Australian tourists flock every year to swim alongside dolphins, whale sharks and turtles.
But it is the town's latest slogan that has left marketing experts scratching their heads.
The man leading the local council wants the town to be known as: Exmouth, a methamphetamine-free zone.
Shire commissioner Ian Fletcher said it would be an Australian first.
"We have nuclear-free zones, we have frack-free zones, I haven't seen any local government that's made a declaration that they are going to aspire to become a 'meth-free zone'," he said.
"We are the first shire in Australia [to do it]."
Commissioner Fletcher said the campaign, which could include advertisements and street signs, was an attempt to not "bury heads in the sand".
"We have a serious methamphetamine problem in this town," he said.
"$100,000 a month is being spent on methamphetamine in this community. That's $1.2 million a year for population of 2,700."
He said a house in the shire had been burnt down by a drug dealer.
"It's appalling and that's only one example."
People 'don't come to see that there is no meth'
Tourism marketing experts, like Sara Dolnicar from the University of Queensland, have urged the council to quickly rethink the idea or risk long-term reputational damage.
"They're directing people's attention to a problem they didn't even know about," Professor Dolnicar said.
"Tourists who know nothing about Exmouth might think 'Gee, what's going on there if they're aspiring to be 'meth free'?
"People don't come to see an absence of something. They don't come to see that there is no meth. They come to see the reef. So talk about the reef."
Marketing lecturer Andrew Hughes from the Australian National University said it was not the sort of campaign communities should be actively publicising.
"Maybe internally yes, but externally no," Dr Hughes said.
"People [will now] think to themselves how safe would they be if they went to Exmouth.
"You can't question the motivation of why they've done it. They want to make their town a better place.
"But I don't think that's the thing they want to be known for."
Tourism isn't everything
Exmouth's CEO Cameron Woods was unapologetic and believed his town should be proud for taking a public stand.
"If there is a sign as you drive into our town that says 'Methamphetamine Free' I think it sends a message," Mr Woods said.
"If you [as a tourist] can say that you're going somewhere that has an aspiration to create a safe community I think that's actually a selling point.
"But tourism is one thing, the locals have to live here.
"We need to promote that we've got solutions and we're standing up for it."
