Tourism Australia says that the decision to ban the “Where the bloody hell are you?” tag line for its UK TV campaign “is creating a talkability that marketers only dream about”.A few weeks ago Tourism Australia launched a global ad campaign under this strap line with the provision for ‘colloquial language translations’.

The organisation revealed on Saturday that the UK’s Broadcast Advertising Clearance Centre (BACC) has banned it from using the tag line on TV.

However, Tourism Australia is turning the decision to its advantage.

“More than 180 destinations advertised on UK television last year to attract tourists and only one of them, Australia, is now getting this type of attention,” says Managing Director Scott Morrison.

“The campaign is creating a talkability that marketers only dream about.”
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