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60,000 Brits Can't Be Wrong - UK Lifts Tourism Ad Ban


Tourism Australia has welcomed the decision of the BACC to lift the ban on the word 'bloody' in Australia's new tourism commercials which were launched in the UK this week.

Tourism Australia Managing Director said "we can now 'have our cake and eat it' in the UK. We have received great publicity from the launch and can now run the campaign in full. It's a great outcome for the 500,000 Australians who work in the tourism industry and we congratulate Tourism Minister Fran Bailey for securing this result and all those who were involved, including our new tourism ambassador Lara Bingle from Sydney, who accompanied the Minister on her visit to the UK".

There have been more than 60,000 visits to Tourism Australia's website since the campaign was launched in Sydney in late February. More than 50,000 of these visits in the UK have occurred in the past week since the ban was first announced.

During this period Tourism Australia has driven interest in the campaign by running full page advertisements in the British Press, encouraging people to go to to see the uncut version of the ad and to pick up their invitation to come to Australia.

This has been supported by a publicity blitz across UK TV and radio, which even included interviews with British Armed Forces Radio. Tourism Australia has also enlisted their fellow Australians in the campaign by inviting them to go to the website and send email postcards using the new commercial to their friends and contacts overseas.

Mr Morrison said "this is the most successful global viral campaign we have ever run for tourism to Australia. We have literally created and on-line traffic jams around this campaign".  

"On the day of the UK ban we had more than 70,000 visits to our campaign website, which is an all time record," Mr Morrison said. "And since then the momentum has just continued to build."

"Despite only being launched in just five countries (including Australia), the TVC has now been downloaded by people in 80 per cent (156) of the 191 nations across the globe."
"We're still waiting on people in Burundi, Kiribati and North Korea to log on and have a look, but the support from our customers and trade, particularly in our top seven markets where this commercial will run and that generate two thirds of our $17 billion inbound tourism business, has been phenomenal."

The new campaign will now move on to Asia, where Mr Morrison will launch the campaign to the travel trade in the burgeoning tourism markets of China and Korea as well as the all important Japanese market.  

Tourism Australia is a CAPA Member. For more information on the Centre for Asia Pacific Aviation's membership service, please click the icon below.




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