Australia’s Tourism Minister has labeled the banning of the word ‘bloody’ by the British TV advertising regulator (Broadcast Advertising Clearance Centre) as comical as exactly the same ad will appear in cinemas, in print and online in the UK.
As I’ve written in my earlier post on this campaign, kudos to the Aussies for breaking out of the endless monotony of tourism destination advertising. It’s full of me too arguments. The key is "authenticity". Destinations have to accept that they are what they are and focus on USPs. It’s tough if you don’t truly have any, but Australia does, and they are easily recognizable by potential travelers, so yes push them.
Of course, the bloody tagline won’t go down easy in Japan, but I’m sure there’s some unique Aussie attribute that can be used in that market to get the point across.