1. Advertising Management October 27, 2010

2.  Tourism Australia is the Australian government agency responsible for the international and domestic marketing of Australia as a destination.  It has proven difficult to market Australia as a brand and product.  The 2006 campaign “A Uniquely Australian Invitation” was highly controversial and there has been much debate as to its success.

3.  M&C Saatchi is the ad agency that created the campaign with Tourism Australia.  Founded in 1995, it is now a global advertising agency with 22 offices in 16 countries.  Clients include:  San Diego Zoo  Coca Cola  Sharp  Qantas (Australian airline)  Due to controversy surrounding campaign, Tourism Australia dropped M&C Saatchi as their agency in 2008.

4.  Key target markets:  US  Europe (Germany)  UK  Asia (China and Japan)  Market segment:  Psychographic segment - “Experience seeker”  Consumers are defined by how they think and experiences they seek on holiday  Campaign included:  30 and 60 second commercials  Cinema commercials  13 print commercials  Range of online materials including a dedicated interactive campaign website

6.  The slogan was meant to be a light-hearted play on the stereotypical characteristics of Australians. Meant to be viewed as a friendly invitation to visit Australia.  Campaign tried to “re-energize” Australian tourism  Marketing director of Tourism Australia said when the campaign started that any publicity (even negative) would create energy around the campaign  YouTube Spoofs

7.  UK banned the campaign due to use of the word “bloody”. After lobbying by Tourism Australia the ban was eventually lifted, but a 9 pm watershed was placed. Billboards also banned.  Canada banned campaign due to unbranded alcohol consumption and the word “hell”  Singapore changed slogan to “So where are you?”  “Bloody hell” is perceived differently in different cultures  US and New Zealand let it run without problems  Australian Prime Minister, Kevin Rudd, described the $180 million campaign as a “rolled gold disaster”  Tourism Australia criticized as trying to recreate another “Paul Hogan” campaign which was received well, particularly in the US“Paul Hogan”

8.  Tourism Australia viewed campaign as success  However, no real significant increase in visitor numbers to Australia  Tourism Australia then defended this by saying the campaign had created “awareness”

9.  Market segmentation – psychographic  Publicity – no control over criticisms  Celebrity endorsement – Lara Bingle  Lack of market research – Cultural differences as to how the slogan would be received

10.  http://adage.com/article?article_id=107769 http://adage.com/article?article_id=107769  http://www.tourism.australia.com/en- au/default.aspx http://www.tourism.australia.com/en- au/default.aspx  http://www.australia.com/index.aspx http://www.australia.com/index.aspx  http://www.marketingmag.com.au/around_the_ table/view/tourism-australia-s-so-where-the- bloody-hell-are-you-campaign-has-raised- eyebrows-both-in-austral-242 http://www.marketingmag.com.au/around_the_ table/view/tourism-australia-s-so-where-the- bloody-hell-are-you-campaign-has-raised- eyebrows-both-in-austral-242  http://www.abc.net.au/worldtoday/content/20 06/s1576853.htm http://www.abc.net.au/worldtoday/content/20 06/s1576853.htm  http://www.griffith.edu.au/__data/assets/pdf_f ile/0020/72902/Issue1-minha-hong-bloody-hell- and-impoliteness-in-Ause.pdf http://www.griffith.edu.au/__data/assets/pdf_f ile/0020/72902/Issue1-minha-hong-bloody-hell- and-impoliteness-in-Ause.pdf