AUSTRALIAN TOURISM PITCH: WHERE THE BLOODY HELL WILL IT GO?

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bloody_hellad_jpg.jpgTourism Australia’s highly controversial “Where the bloody hell are you?” campaign, created by M&C Saatchi, Sydney more than two years ago, appears doomed after a review of the account was announced last week. The campaign is still running in some markets (including Japan) but it is clear the government wants a whole new approach, hopefully as popular as the classic Paul Hogan ads of the 80s. With a change of federal government, chances are the business will be won by a new agency after June, when M&C’s contract will expire.