Tourism Ad Ban Comical: Tourism Minister

Tourism Ad Ban Comical: Tourism Minister

CANBERRA, Australia, March 9/PRNewswire/ --

Australia's Tourism Minister has labeled the banning of the word 'bloody'
by the British TV advertising regulator (Broadcast Advertising Clearance
Centre) as comical as exactly the same ad will appear in cinemas, in print
and online in the UK.

"How anyone can take offence at a beautiful girl in a bikini on a sunny
beach inviting them to visit Down Under is a mystery to me," Fran Bailey,
Minister for Small Business and Tourism, said today.

"The regulator is out of touch with British opinion -- based on our
research and the initial feedback, the British are loving our cheeky sense of
humour."

The ad has been heard and read throughout the United Kingdom, with even
the BBC hosting a debate on the new ad and replaying the ad with enthusiasm.
According to Tourism Australia, up to 30,000 Brits have already downloaded
the uncut version of the ad, and we haven't even launched it.

Despite this decision, the tag line will be advertised in cinemas, print
and online. The tag line was market tested exhaustively in Britain as part of
the $6 million research. The ad is already running in the US and New Zealand.

"The regulators have clearly misplaced their sense of humour -- and this
from the country that brought us Benny Hill, Two Ronnies and Little Britain."

"The reality of course is the regulator has given Australia a huge leg-up
with their decision. This will generate priceless publicity -- all of which
helps generate interest in Australia and ultimately more jobs for
Australians."

Tourism Australia will run major advertising in the UK on Monday urging
British people to go direct to http://www.australia.com and see the uncut
version.

The Tourism Minister also urged Australians to send an electronic
postcard at http://www.wherethebloodyhellareyou.com to their UK friends,
saying "I urge Australians to play their part and send an electronic postcard
to their British friends -- showing them the wonderful experiences we have to
offer and how proud we are of our cheeky campaign."

Media Contact: Kevin Lowe
Phone: +61-2-6277-7450
Mobile: +61-408-404-468
email: kevin.lowe@industry.gov.au

Web site: http://www.industry.gov.au

Web site: http://www.wherethebloodyhellareyou.com
http://www.industry.gov.au
http://www.australia.com

Source: Department of Industry, Tourism and Resources

Kevin Lowe of the Department of Industry, Tourism and Resources, Phone: +61-2-6277-7450, Mobile: +61-408-404-468, kevin.lowe@industry.gov.au

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