So, where the bloody hell are you!

Congratulations from The Mole to Tourism Australia on the launch of the most innovative and truly Aussie global advertising campaign since Paul Hogan and the shrimp on the barbie!

Featuring the truly Aussie line, ‘So Where the Bloody Hell Are You?’ , the campaign, launched today by the Minister for Small Business and Tourism, the Hon Fran Bailey, gives travellers to Oz an insight into all those compelling aspects of Australia which we know so well and appeal strongly to global travellers, including the personality, the lifestyle and the place.

Tourism Australia Chairman, Tim Fischer said the new campaign, which builds upon the successes of the past, aims to increase the economic benefits of tourism to Australia.

He said, “This campaign is about increasing the dollars that we earn from international tourism and encouraging the spread of tourists right across Australia, especially for rural and regional areas”.  “This is the job that the Australian Government has tasked Tourism Australia to do and this is the campaign that will deliver on that job.”

Mr Fischer said “this is unashamedly a campaign about getting international tourists to come to Australia”.  “What matters most is what potential visitors think and how we can get them to respond”.

Tourism Australia Managing Director, Scott Morrison said “in an increasingly competitive and tough commercial environment we must be bold, aggressive and distinctive to win the business. But we also must be credible – we must be true to what we are as a destination and focus on why the world loves us – and our marketing must be authentically and distinctively Australian”.

Mr Morrison said “Tourism Australia has made an unprecedented investment in making sure that we have done our homework on this campaign”.  “In total, 86 focus groups were conducted in our top seven tourism markets which make up 67 per cent of our inbound tourism business, to develop and test this campaign.”

“More broadly we have invested $6.2 million in the past eighteen months through our brand tracking, segmentation studies, international visitor studies, focus groups, depth interviews and through these mechanisms have spoken directly to more than 47,000 tourism consumers around the world to put this campaign together”. 

“The tagline for the new campaign, ‘so where the bloody hell are you?’ has been thoroughly tested in all of our major markets, in particular Japan, UK, USA, Germany, China, New Zealand and South Korea and given the green light by our customers – they get it, it cuts through and it delivers the invitation”.

In total eleven scenes have been filmed and a further thirteen still images, some of which are still in production, that will be used across a broad spectrum of media including television (cable and broadcast), cinema, print (magazine and newspaper) and on-line. The imagery mix captures the diverse range of experiences on offer in Australia and, through the common direction to australia.com links the customer to a wealth of details on locations across Australia.

“This exciting new campaign provides a compelling and uniquely Australian invitation to the world that celebrates our personality, our lifestyle and our place. It has been carefully designed to cut through the clutter and motivate international tourists to stop putting it off and visit Australia now,” Scott Morrison said.

To view one of the ads, pls lick on this link – http://www.wherethebloodyhellareyou.com

The Mole