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Canadians call Canadian beat-up a beat-up

23-Mar-2006

CANBERRA (Tourism Australia) - Canadian broadcasting authorities have refuted incorrect media reports that Australia’s new international tourism campaign has been banned in Canada, Tourism Australia Managing Director, Scott Morrison said today.


"According to Ruth Ellen Soles from the Canadian Broadcasting Corporation (CBC) she loves the ad and Canadians 'are not up in arms' about the new campaign,” Mr Morrison said.

“In Canada we are currently working with the local authorities to determine when the ad will go to air in that market.”

Telecaster Services, the Canadian approval authority, have already approved the tagline ‘So Where the Bloody Hell Are You?’ stating that;

“In this context only and due to the friendly, inviting and non-hostile manner in which in the lady makes that statement we are going to allow that phrase to remain in the spot.”

The CBC have already given approval for the uncut version to run on Canadian television but have indicated that the uncut version won’t run on the two programs it characterises as "family" programming: Be The Creature and The Wonderful World of Disney, and it won't be allowed in family Easter specials. 

“Tourism Australia was never to planning to target viewers of the Wiggles, or Disney or Postman Pat. The campaign is designed to provide the flexibility to get the message right in every market,” Mr Morrison said. “This is achieved by creating a palette of experiences that can then be used in each market as required.”

“While it is unfortunate that people have incorrectly been lead to believe that a ban has been imposed in Canada, it will only fuel further interest in the campaign.

“As we saw in the United Kingdom when the local Authority placed a temporary ban on the use of the word ‘bloody’ the decision generated a huge spike in visits to our website from people downloading the ad,” Mr Morrison said.

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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