Advertising Management
October 27, 2010
 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.
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)
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Due to controversy surrounding campaign,
Tourism Australia dropped M&C Saatchi as their
agency in 2008.
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Key target markets:
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Market segment:
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US
Europe (Germany)
UK
Asia (China and Japan)
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
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 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
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YouTube Spoofs
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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
 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”
 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
http://adage.com/article?article_id=107769
 http://www.tourism.australia.com/enau/default.aspx
 http://www.australia.com/index.aspx
 http://www.marketingmag.com.au/around_the_
table/view/tourism-australia-s-so-where-thebloody-hell-are-you-campaign-has-raisedeyebrows-both-in-austral-242
 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-helland-impoliteness-in-Ause.pdf
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