The Prime Minister has described the controversial Where the Bloody Hell Are You? tourism campaign as a rolled gold disaster.
Kevin Rudd says the advertising campaign failed to yield any significant benefits for the tourism industry, and the government is now looking at a different approach.
"That campaign, every place I have visited in the world, has been basically described as an absolute rolled gold disaster," Mr Rudd said.
The campaign showed bikini-clad model Lara Bingle uttering the now famous words, which led to it being banned or withdrawn in some countries.
The number of overseas tourists from the three countries that used the ad most, Japan, Germany and Britain dropped after its launch.