Australias new tourism marketing campaign
has been banned from British TV because of its use of the term
bloody hell, which British advertising regulators find offensive.
The slang is part
of Australias $60 million international tourism push, which asks
prospective visitors Where the Bloody Hell Are You? in a commercial
promoting the countrys beaches, outback and culture, among other
In response to
the ban, Tourism Australia took out ads in British newspapers
directing readers to the uncensored version on the Internet at www.wherethebloodyhellareyou.com.
Australias most lucrative market, accounting for more than 700,000
visitors last year, according to Tourism Australia.
The campaign, and
its controversial invitation, is scheduled to kick off on TV in the
U.S. during an episode of ABCs Lost on March 22.
It also will
begin appearing in print media in April. Its available for viewing
now on www.australia.com.
The new campaign
is distinctively Australian, said Scott Morrison, managing director
of Tourism Australia in a statement.
increasingly competitive and tough commercial environment we must
be bold, aggressive and distinctive to win the business, Morrison
added. But we also must be credible -- we must be true to what we
are as a destination and focus on why the world loves
spent $6.2 million testing the new campaign in its top seven
tourism markets through the use of focus groups and market
The agency is
hailing it as a worthy successor to the familiar TV ads of the 80s
with actor Paul Hogan, of Crocodile Dundee fame, urging viewers to
visit Australia and throw another shrimp on the barbie.
reporter Jorge Sidron, send e-mail to [email protected].