“A Uniquely australian invitation”

1. “A Uniquely australian invitation” Advertising Management October 27, 2010

2. Tourism Australia • 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. Background • 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. “Where the bloody hell are you?” • 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

5. Print commercial

6. intentions • 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. Controversy and criticisms • 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

8. Effective? • 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. Relation to class • 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. Sources • http://adage.com/article?article_id=107769 • http://www.tourism.australia.com/en-au/default.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.abc.net.au/worldtoday/content/2006/s1576853.htm • http://www.griffith.edu.au/__data/assets/pdf_file/0020/72902/Issue1-minha-hong-bloody-hell-and-impoliteness-in-Ause.pdf