C'mon,

When enacting a marketing campaign, the rule is any publicity is good publicity.

Remember that the issue is a word that is used, not the quality of the advert, and this is perfect for brand awareness and overall reach of the campaign.

How many of these campaigns before this one have had so much free publicity?

As for sending 2 ladies to fight the ban in England, what a stroke of common sense. Who is more likely to be convincing on the intent of the ad? Smiling polite Aussie ladies or hard nosed men?

Give them a break, the worst thing that we can do is a culture is move away from 'shrimp on the barbie', we want a point of difference and if 'bloody' is a 21st century representation of Australians attitudes, i think we show the world we have evolved without loosing our identity. Great.

Look, if it were me i probably would not have used it, but whoever put this together did a great job in bringing the Worlds attention to Australia as it progressively gets out there.

Bravo, if some are turned off and dont want to come here due to this word, they would not have enjoyed and embraced Australia, and Australians anyway.

For the under 35 demographic, especially in the UK, this is genius.

Still the old Aussie cringe or reverse ockerism. Agree with Irfan[you are having a good day Irf]
I should imagine that the mentality of those who dreamed up this stupid,crude piece of garbage would be on a par with whoever thought Pluckaduck should be the symbol of the Games opening night.
And they get paid for it!

Viewer response in the chilly northern spring.
He: (Thinks "Phowar, thats a bit of orright") Well, luv, I think we should check out online bookings for Oz right now."
She: (Thinks: How can she breathe with that bikini bra, it's about 2 sizes too tight? Looks like a dangerous harpy and the saucy language, all a bit worrying) It's a bit dangerous,there are all those sharks and crocodiles and things. I think its off to the seaside again this year although we could have a little adventure on the Costa Brava, the charther air fares are really good."
Result: NO SALE. How does this ad appeal to the family decision maker, if not the one with a right of veto. An expensive campaign which does not understand the tourism spending decision. No, the ocker culture does not appeal to 50% of men and 90% of women so why persist with this type of campaign?
Would it be cynical to suggest its to show voters we're doing something-- and that any publicity is good (electoral) publicity?

The ad itself is harmless enough but not very good - the New Zealand and West Australian ads are far superior

Realist - I don't think that "any publicity is good publicity" in this case. The unkind comments towards the British people that have resulted from the ban - that they are pompous, hypocritical and lack sense of humour - were widespread and are likely to put a lot of peoples backs up. You can be sure that the British press will not have missed it. Maybe over-reacting but marketing is about knowing your audience.

It is obvious that the ad was deliberately intended to be controversial and would attract more publicity because of it. The British aren't stupid and will figure out that Tourism Australia is trying to manipulate and humiliate them and it won't go down all that well. The Brits are great at putting themselves down and laughing about it but it doesn't extend to having others do so. Fortunately the British do love Australia and many have relatives here so will still come despite the ad.

Apart from the British and possibliy the Scandinavians I think most people will just wonder what on earth it is about. Why do Aussies keep portraying themselves as unsophisticated and desperate when there is so much to offer

People will not treck halfway across the world unless they are looking for something different.

Money can go alot further elsewhere in other countries, we dont want to be compared with europe or the US, so why just because a few of us now drink lattes and go to the opera do we want to brand ourselves this way. Being Aussie does not go out of Vogue, Steve Irwin and Paul hogan, 20 years apart can show you that.

Stick to what works. Australia is about the land, flora and fauna, the sun, and yes, the easygoing nature of the people. I will not go to Sydney from London to watch Opera or go clubbing, when i have better options closer to home.

Be realistic, poor ad some might say, but we got to stick with our strenghts, and what people come here for.

Yes, in terms of purchasing power etc it may be directed at the wrong demographic, but i trust the judgement of these people who have spent plenty of money researching their market.

Australia is not the centre of the Universe, people dont give a crap how far we have come, so has every other bloody nation. There is a fine line between our unbeatable point of difference, and just another country, it is the way we express ourselves that makes the difference.

Good stuff, Aussie lingo is loved by many overseas, so without knowing what it means i cant wait to see the first Japanese tourist saying Australia was 'bloody Awesome'.

We are not all as good as we thing we are, what else can we market more effectively?..........i encourage those amoungst you with the nouse to go ahead and tell us.

Bloody oath it's crass, that's Australia mate, that's the way we are. If you are not impressed I suggest a long, long, holiday in Pakistan.