Get the message
There was a time when a simple poster featuring a pleasant picture and the name of a country was enough to keep its tourism industry afloat. These days that approach won't sustain advertising agencies or maintain inflated budget allowances for tourist boards. Hence the need for 'creativity' in travel marketing. Tourism Australia, however, has decided to abandon the slogan that asked potential visitors to the country, 'So where the bloody hell are you?' Criticised at home and abroad as being vulgar and meaningless to most non-Aussies, the campaign, which was banned in some countries (including Britain, briefly) is reported to have cost A$180 million (HK$1.3 billion) but failed to produce significant tourism gains. The search for a new approach and a celebrity to front it is underway. Austria, meanwhile, has adopted a more sober approach. Following what a press release describes as a 'thorough brand development process with the aim of defining the experiences and values that distinguish a holiday in Austria from all other European destinations', the Austrian National Tourist Office has chosen the immortal line: 'It's got to be Austria.'
Game plan
If you want to fly the Hong Kong to South Africa leg in business class, the package price is HK$84,890.
Lording it