SYDNEY – Tourism Australia has launched an A$180 million (US$...) marketing campaign which has stirred up controversy with its use of strong language.
The new advertisements feature ordinary people in some of Australia's best-known destinations, sending an invitation, "So where the bloody hell are you?"
The new ad will be rolled out in the next few weeks to Australia’s key tourism markets, including China, Japan, India, United States, Germany and the UK.
Tourism Minister Fran Bailey has dismissed critics who say the use of the word “bloody” will offend some people. “It is unashamedly Australian and celebrates our personality, our lifestyle and our environment,” said the minister.