Post by LSDeep on Mar 9, 2006 8:53:16 GMT -5
Australia's crude tourism campaign a 'bloody' $130 million flop
SYDNEY, Australia (8 Mar 2006) -- The oath-laden slogan of Australia's new tourism campaign - "So where the bloody hell are you?" - has been banned in Britain.
The ban, by Britain's watchdog Broadcast Advertising Clearance Centre, was confirmed Thursday by Australian Tourism Minister Fran Bailey.
"All I can say is I think that they've lost their sense of humour," an angry Bailey said. "How anyone can take offence at a beautiful girl in a bikini on a sunny beach inviting them to visit Down Under is a mystery to me."
The censor's decision will add to the controversy swirling around the 180-million-Australian-dollar (131-million-US-dollar) promotion.
The campaign features all the standard vistas of Australia - beaches, deserts, coral reefs - as well as traditional icons like the Opera House and the Sydney Harbour Bridge.
"We've poured you a beer and we've had the camels shampooed, we've saved you a spot on the beach. We've even got the sharks out of the pool," the introduction goes. Then, from a bikini-clad blonde, the slogan: "So where the bloody hell are you?"
When the campaign was launched to leaden reviews earlier this year Prime Minister John Howard sprang to its defence. But he pointedly declined an invitation to repeat it.
"I'm not somebody who uses that expression, certainly not on radio," a flustered Howard replied to an interviewer.
Alan Cadman, a member of the federal parliament, echoed the worry of Queensland state premiere Peter Beattie that the profanities were a dreadful gaffe.
"People usually can say those things to somebody they know well," Cadman said. "I don't think they would use it to a stranger and, in this instance, we're talking to strangers of a different culture who I think may be offended."
Japan, Korea, Thailand and Singapore are to get expletive-deleted versions of the campaign.
One industry critic said was the campaign was "pandering to crude national stereotypes," and unlikely to raise stagnant visitor arrivals.
For others it's is a welcome return to a style pioneered in 1983 by knockabout film actor Paul "Crocodile Dundee" Hogan. He invited Americans to come over and share the relaxed Aussie lifestyle with his slogan: "I'll slip an extra shrimp on the barbie for you."
Hogan's campaign, despite pandering to crude national sterotypes, hiked arrivals from the United States by 40 per cent.
The "Where the bloody hell are you?" campaign replaces the celebrity-packed "See Australia in a new light" promotion that was acclaimed as "sophisticated and culturally adventurous" but proved a dud in getting more people to hop on planes.
SOURCE - DPA
www.cdnn.info/news/travel/t060308.html
SYDNEY, Australia (8 Mar 2006) -- The oath-laden slogan of Australia's new tourism campaign - "So where the bloody hell are you?" - has been banned in Britain.
The ban, by Britain's watchdog Broadcast Advertising Clearance Centre, was confirmed Thursday by Australian Tourism Minister Fran Bailey.
"All I can say is I think that they've lost their sense of humour," an angry Bailey said. "How anyone can take offence at a beautiful girl in a bikini on a sunny beach inviting them to visit Down Under is a mystery to me."
The censor's decision will add to the controversy swirling around the 180-million-Australian-dollar (131-million-US-dollar) promotion.
The campaign features all the standard vistas of Australia - beaches, deserts, coral reefs - as well as traditional icons like the Opera House and the Sydney Harbour Bridge.
"We've poured you a beer and we've had the camels shampooed, we've saved you a spot on the beach. We've even got the sharks out of the pool," the introduction goes. Then, from a bikini-clad blonde, the slogan: "So where the bloody hell are you?"
When the campaign was launched to leaden reviews earlier this year Prime Minister John Howard sprang to its defence. But he pointedly declined an invitation to repeat it.
"I'm not somebody who uses that expression, certainly not on radio," a flustered Howard replied to an interviewer.
Alan Cadman, a member of the federal parliament, echoed the worry of Queensland state premiere Peter Beattie that the profanities were a dreadful gaffe.
"People usually can say those things to somebody they know well," Cadman said. "I don't think they would use it to a stranger and, in this instance, we're talking to strangers of a different culture who I think may be offended."
Japan, Korea, Thailand and Singapore are to get expletive-deleted versions of the campaign.
One industry critic said was the campaign was "pandering to crude national stereotypes," and unlikely to raise stagnant visitor arrivals.
For others it's is a welcome return to a style pioneered in 1983 by knockabout film actor Paul "Crocodile Dundee" Hogan. He invited Americans to come over and share the relaxed Aussie lifestyle with his slogan: "I'll slip an extra shrimp on the barbie for you."
Hogan's campaign, despite pandering to crude national sterotypes, hiked arrivals from the United States by 40 per cent.
The "Where the bloody hell are you?" campaign replaces the celebrity-packed "See Australia in a new light" promotion that was acclaimed as "sophisticated and culturally adventurous" but proved a dud in getting more people to hop on planes.
SOURCE - DPA
www.cdnn.info/news/travel/t060308.html