$6 million market research – bloody hell!

A lot of hoo-haa but maybe the marketers were right?

The proof of the pudding is definitely in the eating and the results of Tourism Australia’s new $180 million ad campaign are only just starting to come in.

Obviously with this sort of money being spent there were heaps of focus groups. Apparently 47,000 people across key markets including China and India responded. The campaign is only days old but in 96 hours there were 45,000 website hits from interested people overseas – approximately 24,000 Americans, 10,000 British and people from as far away as Peru and Slovenia have already viewed the new campaign at the dedicated website www.wherethebloodyhellareyou.com.

I really enjoyed reading the comments put out by Minister Fran Bailey in her Feb 27 media release:

When we tested the campaign, we found that it grabs their attention:

• “Bloody Hell is very catchy? Korea
• “The English caption is the strongest? Korea
• ?That line .. It sounds like someone close to you is saying it .. it draws you in? China
• ?Bloody Hell .. the more I hear it, the more I like it? Japan
• ?Emphasis .. bloody hell stands out .. where are you, what are you waiting for? USA
• ?If I was sitting on the tube .. that ?where the bloody hell are you? would jump out at me .. it would be asking me the question I am asking myself .. why am I here and not there? UK
• ?It?s competitive, otherwise you are at the back of the line. Australia is not around the corner and not cheap? Germany

It?s distinctive and authentic

• ?Yes it matches Australia ? they all talk casually so it would be fine? Korea
• ? I like the smile .. it is really sincere .. not like many foreign commercials we see? China
• ?After the Kangaroo I understood it was about Australia? Japan
• ?Definitely Aussie. It?s something they would say and it is unique? USA
• ?I?ve met a few Aussies ? so hip, so down to earth, so real? USA
• ?It?s Aussie .. cheeky, laid back, forthright .. The fact that it is coming from an Australian and they can get away with it? UK
• ?It?s typically Australia .. warm .. that?s what you expect? UK
• ?Australia if you want to be cheeky, why not .. fits really good with the idea .. Australians laugh about themselves? Germany
• ?Arabia wouldn?t say they have shampooed the camels .. That?s typically Australia? Germany

It delivers a genuine invitation

• ?I like the Aussie speaking .. not only her image but that she is talking to you in person? Korea
• ?The Australian people are inviting us .. I could see these people were inviting us to come to Australia .. I believe they are local Australians? Japan
• ?Means get here, come here buddy, been here a while, where are you? Warm positive, I feel wanted? USA
• ?Actually they seem to be the one country that want us .. of course other countries will take our money .. Australians want us there .. it?s real? UK
• ?It?s very inviting .. I would go immediately .. The open mindedness, relaxed laid back feeling? Germany

They get it

• ?The strapline ? it?s funny .. It?s cool .. It?s an invitation .. I really like it? Germany
• ?Bloody Hell just means you should come? Korea
• ?I like the talking .. The tone they are using .. They are getting everything ready for us? China
• ?Why don?t you come to Australia is what Australians would say. Australian people would like to welcome you, in Australia we have got things ready? Japan.
• ?Once you hear the Australian accent you know what is meant by it? USA
• ?Makes you want to answer, yeah, I?m here and you accept it because it is Australian? UK

It challenges their perceptions

• ?Travelling is mostly observing the scenery .. This is about experiencing different leisure .. I could feel it down to your skin .. something lively and a lot of things to do? Korea
• ?Beforehand I had only a superficial understanding of Australia.. now I understand how friendly and welcoming they are as a people? China
• ?Gave me a sense of newness? Japan
• ?It changes my image of Australia very much .. Increases the diversity of things Australia has to offer? Japan
• ?Didn?t know there was so much to do .. just scenery, landmarks .. reinforced the fact there?s something to do? USA
• ?It?s so true .. the humour is brilliant .. you don?t normally see this .. It?s such a change from Crocodile Dundee and sheilas? UK.

I think it should ‘cut through’ what about you?