Jaunted

Australia

Bloody Campaign Bloody Good

August 25, 2006 at 8:21 AM | 0 Comments

The "So, Where the Bloody Hell Are You?" ad campaign to entice more tourists Down Under might be working. All that Tourism Australia knows so far is that the australia.com website is getting five times as many hits as normal from US internet users. Whether or not any of these web-lovers ever buy a plane ticket is, of course, a completely different story. In the UK, complaints about using the word "bloody" forced the ad into post-9pm timeslots, so perhaps the British aren't clicking so often; but then, we know that any publicity is good publicity.

Something's gone wrong for the Aussies on the home front, however. Domestic tourism continues to go down and down: Where the bloody hell are you Aussies? Theorists suggest that Australians are spending more on TVs and DVDs and just couch-potatoing it at home, instead of exploring their own lovely country. Guess that just leaves more room for the rest of us.

Related stories:
Restrictions Bloody Ads [Creative Bulletin]
Australian Domestic Tourism Decline [ABC Online]
Blunder Down Under [Jaunted]