May 12, 2008

Aussies Inspired By Kiwi Example?

Australia trying to muscle in on our image? Pages 72 and 73 of The Economist suggest they may be. Apparently Chairman Kevin and colleagues don’t like “where the bloody hell are you” and instead like the idea of a more high brow appeal. The Economist suggests that Tourism Australia might like to seek inspiration from New Zealand’s “100% Pure New Zealand” campaign which amongst other things “successfully targeted adventure seeking tourists” and which is “stirring rather than stereotypical”. We shall see. “Where the bloody hell are you” did it for us!