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THE AUSTRALIAN TRAVEL COMPANY: AUSTRALIA TRAVEL NEWS (2006-2007 Archives)
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14 March 2006. ‘Where the bloody hell are you’ launches in the UK..
Tourism Australia’s £1.6m UK TV campaign will launch on 15th March 2006, during Channel 4’s Desperate Housewives time slot. As detailed in our previous release, the advert will not run with the famous tag line ‘Where the bloody hell are you’ after UK watchdog BACC decided the phrase was offensive, and will instead run with a watered down tag of ‘Where the hell are you?’
Tourism Australia managing director Scott Morrison said that ‘The decision had kick-started a major viral marketing campaign, where the dedicated website for the advert www.wherethebloodyhellareyou.com had had over 42,000 downloads.
UK cinema advertising will feature the banned ‘bloody’ word in the advert while the UK TV campaign will run with ‘where the hell are you?. However for the initial set of ads on television the phrase will be spoken rather than written on the screen. Morrison also said that he was waiting to see if the BACC would reverse its decision after an appeal.
Tourism Australia also said that research had shown that 86% of Britons believe ‘bloody’ to be ‘quite mild’ or even ‘not swearing’.
Morrison said that ‘the sort of people we have targeted are quite adept at booking travel online and will have their own relationship with travel providers. Our job as a destination marketing organisation is to ramp up the level of incitement to visit. We look at the site in terms of “engagement” rather than just “information”’. The UK is Australia’s most important market, with over 700,000 visitors from the UK in 2005, contributing approximately A$2.4bn (£1bn) into the Australian economy.
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