The Tourism Wars

There is nothing Australia's media likes more than fueling social debate over issues about which Australian society could really care less. So it is with Tourism Australia's latest campaign. In 2006, the powers that be rolled out the marketing gem below, which caught bloody hell from all sorts of folks, because it featured profanity (never mind that the word "bloody" is only considered profanity in a few very tiny markets - in the US, it's simply a word to describe how you'd like your steak prepared) and a young woman in a bikini, in addition to a mosaic of a broad range of Australian icons and attractions. Now anyone who has ever actually been to Australia knows that the word "bloody" is so pedestrian and ubiquitous that to call it profanity is a bit of a stretch. Similarly, bikinis are also ubiquitous and, in fact, one of the primary reasons why people flock to Australia from the northern hemisphere is so that they can wear a bikini while baking themselves silly on the nation's beaches. So, while perhaps being every so slightly cheeky, the campaign in question was a fairly accurate representation of the nation's mood and amenities.

Fast forward a couple of years, and witness below Australia's attempts to take their marketing campaign up-market. They've brought in Baz Luhrmann to lend a hand, which cleverly leverages his soon-to-be-released epic film, Australia. The message - all you workaholics suffering through the financial crisis can find respite in the heart of Australia. So are Australians happy? According to the media, the answer is "no". The complaints are that the ad is too "white collar" (why isn't anyone using words like "bloody", the way normal Australians communicate) and doesn't feature Australia's beaches (where are all those girls in bikinis).

So at this point, I'm fairly convinced that there isn't a tourism campaign that exists that the media won't find a way of criticising. But to be fair, it's hard to come up with material to fill newspapers day-in and day-out in a country where not too much happens and most folks are pretty pleased with their lives.