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This years international tourism controversy revolved around a new marketing campaign from Tourism Australia. Tourism Australia launched a $180 million advertising campaign entitled “Where the bloody hell are you” targeted at Asia, USA and Europe (www.wherethebloodyhellareyou.com).

The controversy was all in the use of the words “bloody”, and “hell” and caused Britain’s Broadcast Advertising Clearance Centre (BACC) to ban its showing on UK television. 

There are both positive and negative implications of the campaign. “Where the bloody hell are you?” used wording that was viewed by conservatives as not suitable for children and offensive. Under BACC policy “bloody” is its 27th ranked most offensive word, in-between crap and god in descending order. The cheeky use of wording created extensive free publicity. Tourism Australia managing director Scott Morrison said the ban would only make the campaign a greater success and thanked the UK authorities for that. 

The wording, according to Australian minister for tourism, Fiona Bailey, is simply Australian culture and as such is perfectly acceptable. Bailey claimed these words are standard Australian vocabulary that her children use and part of the Australian identity. 

The UK public should appreciate the tone and wording in the advert. Bailey asserted that research has shown the British public would appreciate the cheeky brand of Australian Humour. The words, while being cheeky, are said in a friendly inviting way which is not offensive and the setting is visually stunning giving a peaceful ambiance. The ban has since been lifted after Bailey visited the UK, illustrating that the BACC agreed with her view that the public would find it amusing. 
The ban only served to generate publicity and the BACC conservative policy aided this along. The outcome was good for Tourism Australia.