A $40 million replacement for the controversial ‘Where the bloody hell are you?’ campaign has been unveiled in Sydney.
A bikini-clad girl on a beach has been replaced by an outback waterfall in the new $40 million advertising campaign to sell Australia, launched in Sydney today.
Moulin Rouge director Baz Luhrmann has created two advertisements for cinema and television, with the basic theme of tourists finding themselves in Australia.
Tourism Martin Ferguson admits the campaign is a risk in these uncertain financial times.
But he says he’s hoping people will need a break and head to Australia.
Economists say the Australian dollar’s recent 30 cent slide against the $US will help drive tourism revenue.