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So Where The Bloody Hell Are You?

February 23, 2006. REUTERS

Saw this hillarious ad on-line today and i couldn't stop but putting it up here too. Anyway, for you guys who haven't seen this ad, believe it or not, this was a part of an A$180 million worth of tourist destination campign launched by Australian Tourism Ministry.

How are they planning to attract tourists? Yeah, by CURSING them! What a wonderful idea! Now why didn't we think of that? :-)

This is definitely one of the coolest and most creative advertising slogan for any tourism campign in history i've ever seen. Well, we might think using crude language as a tourism campign might not be such a good idea. But the Australians think otherwise.

"This is presenting Australia as we are. We're plain-speaking, we're friendly. It's using the vernacular." Australian Tourism Minister Fran Bailey told the reporters.


Obviously, they don't think it'll affect their country's image at all.

Compared to our Malaysia's Tourism Campaign which always depicted the same concept, colourful, culturally mixed, friendly people, tropical rainforests.....blah blah blah.... Yes, indeed it attracts foreign tourists, but somehow it's quite lame after we've been using it for years or decades, which ever applies.. Shouldn't we be thinking of a newer, funkier concept instead of keep pushing our traditional, fiestaic, colourful ads to the foreigners?

As a Malaysian, i definitely felt bored after years of witnessing traditional dances on the streets (which by the way depicted as our fellow Malaysian's favourite past time!) on every single occasion. Let it be National Day, New Year's Celebrations, Hari Raya, Chinese New Year etc... You name it and there you go, another dance show on the street!
(*We have names like "Warna-warni Malaysia" or "Citra warna Malaysia" which basically mean "Colourful Malaysia" for all this cultural shows )

Though, I'm not suggesting to our ministry to actually 'curse' our potential tourists, but don't you agree that they might've been more creative in launching a refreshing tourism campaigns? We have many advertising talents who can produce award winning advertisment. Why don't we just hire them to give some new breath to our dying 'traditional' way?

So, interesting ad, interesting day. Hopefully we'll see some difference and some refreshing ideas in our future tourism campiagn.... or honestly, ANY CAMPAIGNS!

The new campaign can be seen on Tourism Australia's Web site:

www.wherethebloodyhellareyou.com

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