Oh dear. Someone in the marketing department of the Victorian government has been using their thesaurus instead of their dictionary. Over the past few years, there have been a few TV ads encouraging people to move to country Victoria, particularly if they own a small business. The idea is to rejuvenate country areas by getting people to move there and start up businesses, buy property, send their kids to the local schools, etc. Great to see, and a good idea.
However, the latest ads (I saw one on TV tonight) have moved to trying to encourage people to move to Provincial Victoria. Firstly, Victoria is a state, so we don't have provinces. We have local government - councils and shires. And secondly, provincial is a strange word to use instead of rural or country. Who thought that one up? Because if you look in the dictionary, provincial as an adjective is defined as "an unsophisticated or uncultured person". (Australian Modern Oxford) Hmmm, not really the look they were going for? And look - there's website where we can all look at how to be "provincial" together. What was wrong with country and rural? Are they no longer trendy?