Bloody ban will generate more publicity: Bailey
March 10, 2006 - 9:29AM
Britain's ban on the word "bloody" in Australia's new tourism campaign will help generate even more publicity, Tourism Minister Fran Bailey says.
Tourism Australia will benefit from controversy surrounding Britain's move, Ms Bailey said.
Tourism chiefs have accused Britain's TV advertising regulator of lacking a sense of humour for banning the slogan: "So where the bloody hell are you?"
The Broadcast Advertising Clearance Centre objected to the use of the word "bloody" in Tourism Australia's $180 million campaign.
Ms Bailey said the controversy was actually good publicity for Australia.
"We're getting a great result," she told the Nine Network.
"The ad was meant to cut through. You'd have to say that it's cutting through.
"Now, thanks to the regulator, everyone is hearing about it.
"We were very surprised at the reaction of the regulator and I just think whoever this person is just doesn't have a sense of humour."
The ads were launched two weeks ago and feature natural Australian attractions such as beaches, the Great Barrier Reef, the outback, Sydney Harbour and Uluru.
The ad ends with a girl dressed in a bikini saying "we've saved you a spot on the beach" before posing the colourful question.
Ms Bailey said up to 30,000 people in Britain had downloaded the uncut version of the ad - and that was before the launch of the campaign.
"We tested the ads in all of our markets and it came back of course that the Brits loved it," she said.
"The crazy thing about this is as well is that it can be shown in all the cinemas, online and in all the print media.
"So it will go ahead in the uncut version in all of those."
AAP