Australia gets impatient

Australian tourism officials have been courting controversy by asking potential visitors "where the bloody hell are you?".

The country has dropped its slightly whimsical slogan "Australia – a different light" in favour of the more direct approach.

Representatives claim that it is a "uniquely Australian invitation", which succeeds in showing off the true "personality" of Australia.

Tourism Australia's Scott Morrison explained that the new promotion "captures the essence of Australia's famous warmth and hospitality and provides a personal invitation to share in the uniquely open Australian experience, defined by the personality, lifestyle and environment of Australia."

He added that its direct approach had been "carefully designed to cut through the clutter and motivate international tourists to stop putting it off and visit Australia now."

The slogan will feature on posters and television ads.

The ads further emphasis the campaign's down to earth edge by featuring real Australians rather than actors.

Opening with the shot of an Australian man in a bar, the audience are told "we've poured you a beer". The camera than cuts to a pilot landing a seaplane with the words, "your taxi's waiting".

The ad finishes with the soon to be immortal words "where the bloody hell are you?"

Posted by Just the Flight, 07 March 2006 08:51

News tags