Destination Marketing: Tourism Australia's Controversial Campaign

            
 
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Case Details:

Case Code : MKTG197
Case Length : 21 pages
Period : 2006-2008
Pub Date : 2008
Teaching Note : Available
Organization : Tourism Australia
Industry : Tourism
Countries : Australia/ Global

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.



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Excerpts Contd...

Controversy and Criticisms

The 'Bloody Hell' campaign attracted controversy immediately after its launch. The campaign was criticized in some of the target countries for using swear words like 'Bloody' and 'Hell' and for its allegedly crude content.

The advertisement campaign was released in the UK, Australia's most valuable market, in March 2006. (Refer to Exhibit VI for the top 10 source countries for short-term visitor arrivals into Australia) The advertisement was banned in UK for using the word 'bloody' and, UK's Broadcast Advertising Clearance Center (BACC) instructed Tourism Australia authorities to drop the word 'Bloody' from the ad...

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The Results of the Campaign

Many critics described the campaign as a failure right from the first year of its launch. In the first year of its launch the number of tourist arrivals actually fell. In October 2006, the number of UK tourists who visited Australia fell by 2.3 percent compared to the preceding year. The number of Japanese tourists fell by 5.7 percent while the number of German tourists dropped by 4.7 percent...

Outlook

Some experts felt that the failure of the 'Bloody Hell' campaign had dented the image of Tourism Australia as its predecessor, ATC, was considered an expert in destination branding. Analysts said that apart from the loss in tourist numbers and revenues, the controversy might tarnish the image of brand 'Australia' itself. They said that Australia should take urgent steps to control the damage caused by the failed advertising campaign and design a new campaign to stop the decline in tourist numbers, more so in view of the emergence of new tourist hot spots like India and Malaysia...

Exhibits

Exhibit I: A Brief Note on Australia
Exhibit II: A Brief Note on Destination Branding
Exhibit III: History of Australian Tourism: A Timeline
Exhibit IV: Logo of Tourism Australia
Exhibit V: Some Scenes from the 'So Where the Bloody Hell are You?' Campaign
Exhibit VI: The Top 10 Source Countries for Short-term Visitor Arrivals as of February 2008


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