Marketing and all things related

If you are planning a vacation these days, you have likely overlooked a trip to Australia. The Australian Tourism board conducted 86 focus groups and spent $ 6.2 million in research studies to discover that only 6% of Americans surveyed are considering a visit down under. Of course the solution to this lack of interest is to create a $ 20 million advertising campaign with the slogan “Where the bloody hell are you?” The slogan is considered authentic Aussie swagger, but it may or may not play well with a US audience. The campaign will feature non-actors preparing Australian icons like Kangaroos, and the Sidney Opera House for an onslaught of visitors. Marketing Blurb has mixed feelings, about the slogan. We would actually consider visiting Australia, until the Tourism board opened this bloody can of worms. Advertising Age has more, (free registration required.)