Hit or Miss... Tourism Australia

A PR coup for Tourism Australia from the insertion of its 'national adjective' into a £1.7m UK campaign. The Broadcast Advertising Clearance Centre said the strapline: 'Where the bloody hell are you?' was too much for the British public and insisted on its removal. The result?

Coverage in the nationals and 100,000 Brits viewing the uncut ad on Tourism Australia's site. 'We had always factored in the prospect of such a decision in the UK,' said MD Scott Morrison. 'But we knew a ban would only increase interest in the campaign.'