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THE AUSTRALIAN TRAVEL COMPANY: AUSTRALIA TRAVEL NEWS (2006-2007 Archives)
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18 March 2006. Bloody Hell Mate! - Now the Brits lift the bloody ban...!
British advertising regulators have backed off and lifted their ban on using the word "bloody" in Tourism Australia's "Where the bloody hell are you?" campaign. In our earlier story, the BACC (Britain Broadcast Advertising Clearance Centre) imposed a ban last week on commercial television in the UK using the word "bloody" in the new Australian $A180 million tourism campaign.
After a quick flight to London last week by federal Tourism Minister Fran Bailey ( who was quoted saying the Brits had lost their sense of humour) Ms Bailey announced the lifting of the ban today (18th March) following meetings with the BACC, the UK Minister for Tourism and Creative Industries and the Chairman of the Advertising Standards Authority. "Ms Bailey said: I am pleased that common sense prevailed and the regulators realised the campaign was intended to be cheeky, friendly and very Australian."
The television advertisement ends with bikini-clad model Laura Bingle, who besides being BRITISH herself - having dual Aussie/British nationality - and accompanied Ms Bailey to London, saying: "We've saved you a spot on the beach - so where the bloody hell are you?"
In her submission she put forward three arguments: 1. "bloody" has been used in British television advertisements twice before; 2. Tourism Australia research in Britain found "bloody" was not perceived as offensive; and 3. that there had been no complaints in the other overseas countries that had already shown the advertisements.
"Ms Bailey also said: “My faith in the British sense of humour has been restored. It was well worth the fight, especially given the half a million jobs that tourism already creates and with the potential for many more. Now it's time to get on with the campaign and get more British tourists to visit Australia."
The ban had applied only to television and print, online and cinema campaigns were free to use the term "bloody". Interestingly, the BACC currently lists "bloody" as its 27th ranked most offensive word, behind "crap" and just ahead of "God".Hmmmm... Other words on the BACC's current banned list include bollocks (8th), bastard (6th) bugger (21st) and sodding (24th). “Jesus Christ” (not Superstar!) ranks 25th.
The campaign will now be run in its entirety on television, as well as in cinemas, in print and on the internet.
Our comment: To say the whole bloody affair created a priceless blaze of bloody publicity is putting it mildly..
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