Wednesday, March 01, 2006

Australia's controversial new advertising campaign

Most of the time I'm extremely proud to be Australian, but as I was catching up on the weekend papers, I was mortified to read about a new Australian tourism advertising campaign that asks potential visitors, "So where the bloody hell are you?".

The Weekend Australian reported that Tourism Australia was rethinking the campaign, and said that some words from the ads would be omitted in markets like Japan, Korea, Thailand and Singapore.

While there is no doubt that Australia is an awesome place to live and an amazing place to visit, I feel that this type of Aussie vernacular is inappropriate for an international advertising campaign. There is huge scope for the target audience to not only miss the point, but to be offended - and that's not the kind of message Australia needs to be communicating on the world stage.


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