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03-09-2006, 05:32 AM
'Bloody' tourism ads banned
From: AAP
By Chris Herde
March 09, 2006
Bloody hell ... Australia's controversial tourism ads using our colourful vernacular have been banned in the UK.
TOURISM chiefs have accused Britain's TV advertising regulator of lacking a sense of humour for banning the new Australian campaign slogan: "So where the bloody hell are you?".
The Broadcast Advertising Clearance Centre (BACC) objected to the use of the word "bloody" in Tourism Australia's $180 million campaign. "The regulators have clearly misplaced their sense of humour – and this from the country that brought us Benny Hill, Two Ronnies and Little Britain," said federal Tourism Minister Fran Bailey.
But tourism chiefs also admit the ban will give Australia a massive publicity boost.
The controversial ads were launched two weeks ago and feature natural Australian icons such as beaches, the Great Barrier Reef, the outback, Sydney Harbour and Uluru.
They end with a girl dressed in a bikini saying "we've saved you a spot on the beach", before posing the colourful question.
The ads had a $6.2 million research budget and were endorsed by focus groups in Britain, China, Japan, the US, India and Germany – as well as New Zealand, where they are already running. Mindful of possible cultural problems, Tourism Australia filmed alternatives to the phrase, including one in English asking: "So where the hell are you?".
This ad will now be used in the British television commercials.
The original ad, including the word "bloody", will still appear in British cinemas, in print and online.
Ms Bailey said the ban will end up giving Australia a great publicity boost in its third largest tourism market.
"The reality, of course, is the regulator has given Australia a huge leg-up with their decision," she said.
"This will generate priceless publicity – all of which helps generate interest in Australia."
Tourism Australia managing director Scott Morrison said Australian High Commissioner Richard Alston has written to the BACC urging the authority to approve the commercial, arguing the phrase is used in context and represents a uniquely Australian expression.
Mr Morrison backed Ms Bailey's comments, saying the ban will end up delivering a massive public relations boost.
Tourism Australia will run ads in major UK newspapers encouraging the British public to go direct to the websites to see the uncut versions of the ad.
It will have advertisements in major Australian newspapers tomorrow encouraging locals to go online to invite their friends, family and contacts in the UK and other countries using an email postcard available at www.wherethebloodyhellareyou.com (http://www.wherethebloodyhellareyou.com).
"We thank the UK authorities for the extra free publicity and invite them to have a bloody good holiday in Australia, especially with the Commonwealth Games now on and the Ashes coming up later in the year," Mr Morrison said.
"To show there are no hard feelings we are happy to extend them an an invitation."
http://www.news.com.au/story/0,10117,18403074-2,00.html
From: AAP
By Chris Herde
March 09, 2006
Bloody hell ... Australia's controversial tourism ads using our colourful vernacular have been banned in the UK.
TOURISM chiefs have accused Britain's TV advertising regulator of lacking a sense of humour for banning the new Australian campaign slogan: "So where the bloody hell are you?".
The Broadcast Advertising Clearance Centre (BACC) objected to the use of the word "bloody" in Tourism Australia's $180 million campaign. "The regulators have clearly misplaced their sense of humour – and this from the country that brought us Benny Hill, Two Ronnies and Little Britain," said federal Tourism Minister Fran Bailey.
But tourism chiefs also admit the ban will give Australia a massive publicity boost.
The controversial ads were launched two weeks ago and feature natural Australian icons such as beaches, the Great Barrier Reef, the outback, Sydney Harbour and Uluru.
They end with a girl dressed in a bikini saying "we've saved you a spot on the beach", before posing the colourful question.
The ads had a $6.2 million research budget and were endorsed by focus groups in Britain, China, Japan, the US, India and Germany – as well as New Zealand, where they are already running. Mindful of possible cultural problems, Tourism Australia filmed alternatives to the phrase, including one in English asking: "So where the hell are you?".
This ad will now be used in the British television commercials.
The original ad, including the word "bloody", will still appear in British cinemas, in print and online.
Ms Bailey said the ban will end up giving Australia a great publicity boost in its third largest tourism market.
"The reality, of course, is the regulator has given Australia a huge leg-up with their decision," she said.
"This will generate priceless publicity – all of which helps generate interest in Australia."
Tourism Australia managing director Scott Morrison said Australian High Commissioner Richard Alston has written to the BACC urging the authority to approve the commercial, arguing the phrase is used in context and represents a uniquely Australian expression.
Mr Morrison backed Ms Bailey's comments, saying the ban will end up delivering a massive public relations boost.
Tourism Australia will run ads in major UK newspapers encouraging the British public to go direct to the websites to see the uncut versions of the ad.
It will have advertisements in major Australian newspapers tomorrow encouraging locals to go online to invite their friends, family and contacts in the UK and other countries using an email postcard available at www.wherethebloodyhellareyou.com (http://www.wherethebloodyhellareyou.com).
"We thank the UK authorities for the extra free publicity and invite them to have a bloody good holiday in Australia, especially with the Commonwealth Games now on and the Ashes coming up later in the year," Mr Morrison said.
"To show there are no hard feelings we are happy to extend them an an invitation."
http://www.news.com.au/story/0,10117,18403074-2,00.html