Australia ad campaign cut for British TV

Australia's controversial new tourism ad campaign will be cut for screening on British TV, following a decision by the TV advertising regulator.

The campaign, which asks "So Where the Bloody Hell Are You?", has been criticised in some quarters for the use of the word 'bloody'.

And now the Broadcast Advertising Clearance Centre (BACC) has decided to ban the word from the TV version of the advert, designed to get more people to holiday in Australia, despite it appearing in cinemas, print and online.

The phrase is used by an Aussie girl on a beach in a bikini in the advert's final scene.

The preliminary ruling provoked a mystified reaction from Australian tourism officials.

"How anyone can take offence at a beautiful girl in a bikini on a sunny beach inviting them to visit Down Under is a mystery to me," said Fran Bailey, minister for small business and tourism.

"The regulator is out of touch with British opinion – based on our research and the initial feedback, the British are loving our cheeky sense of humour."

The tag line was extensively tested in the UK as part of an AU$6 million research project, and is already up and running in the US and New Zealand.

Mr Bailey added: "The regulators have clearly misplaced their sense of humour – and this from the country that brought us Benny Hill, Two Ronnies and Little Britain.

"The reality of course is the regulator has given Australia a huge leg-up with their decision. This will generate priceless publicity – all of which helps generate interest in Australia and ultimately more jobs for Australians."

Tourism Australia is set to launch a major advertising campaign in the UK on Monday directing people towards seeing the uncut version of the advert, which is already thought to have been seen by 100,000 Brits.

It is, however, hopeful the BACC will reconsider its decision based on the broad usage of the phrase in UK broadcasting, film and literature including the Harry Potter series.

To view the advert go to: www.australia.com or www.wherethebloodyhellareyou.com XXX