Where the bloody hell are you?

The Australian tourism campaign that featured the confronting slogan "Where the bloody hell are you" which cost $180 Million was scrapped after only two years. It received a lot of attention and criticism around the world but apparently did not increase tourism numbers into Australia.

The question is are we sending the right message and showing ourselves in an inviting way or are we going about it all wrong? Where the bloody hell are you can be considered rude or even a challenge to some people, but not in the correct way. If Tourism Australia wants to show Australia as a laid back country, they would need to use nicer and more laid back words then bloody and hell which can be offensive to religious people.

Even though the campaign kicked up a lot of controversy, it failed to do what it was meant to do and that was to bring people to Australia for holidays. They need to show Australia in positive light by maybe choosing the words they use a bit more carefully.

Roy, E. (2008, Feburary 8). Tourism Australia looks beyond 'controversial campaign'. Retrieved from ABC News: http://www.abc.net.au/news/2008-02-07/tourism-australia-looks-beyond-controversial/1036344