Australia to tourists: "Where the bloody hell are you?"
The
Australian government is set to launch its
new international branding initiative,
termed as "the nation's biggest ever tourism
advertising campaign".
"Today is an exciting day for Australia's
$73 billion tourism industry because we're
launching our global marketing campaign,
this is $180 million over three years that
the Australian government is investing in
this industry," said Federal Tourism
Minister Fran Bailey. The international branding campaign is the
result of interviews with 40,000 people
overseas, which highlighted that although
they often name Australia as their number
dream destination, few actually make the
trip. The tourism authority said that the
campaign isn't being rushed and has been
pre-tested more than any other campaign
Australian Tourism has done previously.
The new campaign has been devised by M&C
Saatchi. Observers close to Tourism
Australia have described the campaign as a
call to action, a "uniquely Australian
invitation that harks back to the days when
Paul Hogan threw a shrimp on the Barbie",
reported The Australian.
Tourism Australia managing director Scott
Morrison said the campaign absolutely
conveys a distinctive Australian
personality. "It is unique but true to
itself. There are so many facets of
Australia we take for granted and that are
familiar to us. But in an international
context these things . The ads are
delivering a very clear message and a clear
invitation. This is about going from passive
to active," Morrison says.
According to another report by The
Australian, the Australian government has
defended the use of the word "bloody" in a
campaign targeting international visitors.
The ads feature scenes from around Australia
showing everyday Australians pulling beer,
swimming, relaxing in the outback and
walking camels.
The catch-cry in the ads, to be broadcast to
overseas markets, is: "Where the bloody hell
are you?"
Bailey defended the ads and rejected
suggestions potential visitors would find
the word "bloody" offensive. "It's the great
Australian adjective," she reported said.
"We all use it, it's part of our language."
The launch comes just two days after federal
cabinet decided to block Singapore Airlines
from competing with Qantas on the Sydney to
Los Angeles route.
Bailey, according to Australia Broadcasting
Corporation, said she has always argued in
favor of maximum competition on the route.
"Look, I would have to say that I was
initially disappointed but look we move on
and there are terrific opportunities for
growing the market out of North America, Air
Canada is one of those ways," she said.
Wednesday, 03 December 2008
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