Australia's 'bloody hell' tourism drive raises eyebrows
12.02.2010, 09:56
Sydney: The oath-laden slogan of Australia's new tourism advertising campaign - "So where the bloody hell are you?" - has irked critics who say it would offend Asians and baffle Americans.
Szálláshelyek Londonban
Queensland premier Peter Beattie, leader of a state whose economy heavily relies on tourism, backed critics saying the $131 million promotion was a terrible gaffe.
"I don't know how this will translate in Europe," Beattie said. "I just think a lot of people will think 'What the bloody hell does this mean?' I don't think it will penetrate the market."
The campaign features all the usual vistas of Australia, including sun-kissed beaches, dust-bowl deserts, sparkly coral reefs and cultural symbols like the Opera House and the Sydney Harbour Bridge.
"We have poured you a beer and we have had the camels shampooed, we have saved you a spot on the beach. We have even got the sharks out of the pool," the prelude goes. Then, from a bikini-clad blonde, the final statement: "So where the bloody hell are you?"
Prime Minister John Howard sprang to the defence of the slogan, saying it was "anything but offensive". However, he refused to repeat the slogan when asked to do so in a radio interview.
"I am not somebody who uses that expression, certainly not on radio," a flustered Howard replied.
Tourism Minister Fran Bailey claimed the profanities were "presenting Australia as we are - we are plain-speaking, we are friendly".
On the other hand, Alan Cadman, Bailey's Liberal Party colleague in parliament, echoed the worry of others that swearing was a serious mistake.
The Australian newspaper reported that the tourism promotion buffs were thinking again and that television viewers in Japan, South Korea, Thailand and Singapore were likely to get 'expletive-deleted' versions of the campaign, as would the English-speaking Americans.
The new campaign replaces the celebrity-packed "See Australia in a new light" promotion that was sophisticated and culturally adventurous but poorly received in target markets.