In February 2006, Tourism Australia launched the \"So where the bloody hell are
ID: 458557 • Letter: I
Question
In February 2006, Tourism Australia launched the "So where the bloody hell are you" campaign globally. Costing $180 million dollars to produce, it was hoped that the campaign would reap the rewards of increased tourism in Australia. Despite conducting market research in target markets, the campaign was not well received and even banned in some countries. What went wrong? Research the campaign and investigate its failure in two countries of your choice, determine why it failed and discuss how the campaign could have been modified to ensure its success? 2. Why are trade shows an ideal medium for the new exporter to introduce products into an overseas market?Explanation / Answer
1.This ad was banned in many countries.Two of them are Britain and Canada.The reason for its faliure in Britain was its use of the word "bloody" which was unacceptable to be used in a national television.It was banned in Canada for its implication of 'unbranded alchohol consumption" by the opening line "we've bought you a beer".
The campaign could have been a success if it has been modified and the following factors would have been considered:
2. Trade shows are an ideal medium for the new exporters to introduce products into an overseas market becaus eof the following benifits they give: