Australia asks: 'Where the Bloody Hell Are You?'

Australia has launched a controversial new campaign to attract tourists to the country, which asks: "So Where the Bloody Hell Are You?"

The campaign has already attracted widespread publicity over the use of the word 'bloody'.

It replaces the more sedate "Australia – a different light" campaign, which was launched in 2004.

The new campaign is designed to convey the "personality" of Australia by offering them a "uniquely Australian invitation".

It uses a combination of poster and TV ads, the latter featuring real Australians instead of professional actors.

The TV ad starts with a man sitting at a bar in a traditional Aussie pub saying "We've poured you a beer".

In another scene, a seaplane lands on clear blue waters and the pilot says "Your taxi's waiting".

Tourism Australia's Scott Morrison said the campaign "captures the essence of Australia’s famous warmth and hospitality and provides a personal invitation to share in the uniquely open Australian experience, defined by the personality, lifestyle and environment of Australia."

He added: "It has been carefully designed to cut through the clutter and motivate international tourists to stop putting it off and visit Australia now." XXX