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The 2006 marketing campaign "A Uniquely Australian Invitation," created by M&C Saatchi for Tourism Australia, sparked significant debate and controversy. Aimed at international markets, especially the US, UK, and parts of Asia, the campaign featured the provocative slogan "Where the bloody hell are you?". Despite its intent to re-energize Australian tourism, the campaign faced bans, criticism, and mixed reviews from travel audiences and politicians alike. While it created awareness, it ultimately did not lead to a significant increase in visitor numbers.
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“A Uniquely australian invitation” Advertising Management October 27, 2010
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.
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.
“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
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
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
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”
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
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
