Where the bloody hell are you?

Interesting new campaign for Tourism Australia from M&C Saatchi Oz. This of course is the reason the local M&C shop had to lose their $5 millionish ( creative) NZ Tourism business.

The background is that, since the Sydney Olympics, inbound Australian tourism numbers have fallen, year on year. This has been concerning the Ockers and Whybins didn't stay in the game long with their last effort for to boost numbers. Lost them the biz.

The new campaign may be a case of "excuse me, your strategy is showing", no matter how well it is executed.

The new campaign line? " So where the bloody hell are you?"

The answer, of course, is in New Zealand. Bugger.


Sun Tzu (deceased)
nzcreative circle strategic commentator


Have a look at the spot here - clearly designed for the US. Let's hope there's some more interesting stuff coming up for more sophisticated markets.

www.tourismaustralia.com/tvcs/60_EAST_B_CAN-LRG.htm