Australia’s ‘Bloody’ Success
Travel Blog • Michael Yessis • 03.16.07 | 7:56 AM ET
When Australia rolled out it’s “Where the bloody hell are you?” campaign last year, more than a few people claimed to be offended. Thirteen months later, “Australia has become a success story on how to capitalize in the competitive global tourism market,” according to a story by Lee Berthiaum in Embassy, the Canadian Foreign Policy newsweekly. The key, Berthiaum writes, was emphasizing Australia’s personality.
“We’ve got beaches,” he says. “So do a lot of places around the world. We’ve got fine dining with great wine. So does Europe. Trying to convince someone from France to go to Australia to sample wine is a hard sell. So what we’ve really had to put our finger on is what we really offer.
“We really try to roll up the personality of the people because Aussies really like to welcome foreigners in the country.”
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Michael Yessis is the cofounder and coeditor-in-chief of World Hum.
suzer 05.30.07 | 4:43 AM ET
Unfortunately, Australia still hasn’t convinced me…and I now live here. Tourism Australia has put together a nice ad campaign, but they haven’t successfully branded Australia. They haven’t captured what is unique about the country in a way that will truly sell it to travellers.
Australian Venture 09.18.08 | 3:23 AM ET
I admit those ads were very offending to many people. I didn’t mind but heard some comments in regards to the whole execution of that campaign.
Australia is a great destination and especially backpackers from all over funnel a lot of their money into the Australian economy.