Australia will replace its current tourism slogan, “So Where the Bloody Hell Are You?” that was widely panned. The new effort is a $40 million promotion spearheaded by Baz Luhrmann (of Moulin Rouge fame) and DDB Worldwide.
Two film spots, 11 print ads and the promise to “change the lives” of visitors down under. This new campaign coincides with the release of his new film, Australia in November. Finally, we can be rid of the whole “Good day, mate” vibe. Australia is a much more rich and vibrant country than such branding would have you believe.
As an aside, DDB Worldwide was recently inducted into the CEBA Creative
Hall of Fame. Just in case, you know… for some unknown reason, any of you care.