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| rdfs:label | - So where the bloody hell are you?
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| rdfs:comment | - So where the bloody hell are you? is a AU$180 million advertising campaign launched in 2006 by Tourism Australia created by the Sydney office of the London advertising agency M&C Saatchi. The advertisements feature Australians preparing for visitors to their country. It begins in an Outback pub with the barkeeper saying, "We've poured you a beer." Further imagery to a similar effect is then shown, including a young boy on the beach saying, "We've got the sharks out of the pool," and partygoers watching Sydney harbour fireworks saying, "We've turned on the lights". The commercial ends with bikini-clad model Lara Bingle at Fingal Spit stepping out of the ocean and asking, "So where the bloody hell are you?"
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| abstract | - So where the bloody hell are you? is a AU$180 million advertising campaign launched in 2006 by Tourism Australia created by the Sydney office of the London advertising agency M&C Saatchi. The advertisements feature Australians preparing for visitors to their country. It begins in an Outback pub with the barkeeper saying, "We've poured you a beer." Further imagery to a similar effect is then shown, including a young boy on the beach saying, "We've got the sharks out of the pool," and partygoers watching Sydney harbour fireworks saying, "We've turned on the lights". The commercial ends with bikini-clad model Lara Bingle at Fingal Spit stepping out of the ocean and asking, "So where the bloody hell are you?" The campaign received massive press coverage, and British prime minister Tony Blair joked "Where the bloody hell am I?" at a speaking engagement. However, despite the coverage, the campaign appears to be failing to attract tourists to Australia, with figures in December 2006 showing a fall in tourists visiting Australia in markets where the campaign was run.
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