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THE AUSTRALIAN TRAVEL COMPANY: AUSTRALIA TRAVEL NEWS (2006-2007 Archives)
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10 March 2006. ‘Where the bloody hell are you’ loses the ‘bloody’ bit....!
Tourism Australia said yesterday that the decision to ban the ‘where the bloody hell are you?’ strap line for its UK TV campaign is creating a level of interest that ‘marketers can only dream about'. Tourism Australia revealed today that the UK’s Broadcast Advertising Clearance Centre (BACC) has banned it from using the strap line on UK TV. In a statement the BACC said: ‘Practice, experience and research lead us to avoid including swearing in television advertising.’
However, Tourism Australia has turned the decision to its complete advantage, as MD of Tourism Australia Scott Morrison said: ‘More than 180 destinations advertised on UK television in 2005 to attract tourists and only one of them, Australia, is now getting this type of attention,’ said MD Scott Morrison. ‘The campaign is creating a talkability that marketers only dream about.’
Tourism Australia estimates that over 100,000 people in the UK have have already visited www.wherethebloodyhellareyou.com to view the advert, and this number is expected to grow exponentially once the word gets out that the advert has been banned.
Tourism Australia and the Australian High Commissioner will continue to press the BACC to lift the ban. The BACC statement acknowledged that ‘what constitutes offence for viewers changes with time and it is also true that what is commonplace language for many is extremely distasteful for others.’ The UK campaign, being run by M&C Saatchi, will use the revised strapline ‘where the hell are you?’ instead.
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