Australian tourism trying to come up with new slogan/campaign

[Prawn_86]

Trade Minister Simon Crean today will outline a $20 million campaign to find the best way to capture the essence of Australia, announcing a public tender for advertising agencies

http://www.news.com.au/adelaidenow/story/0,22606,25982042-5006301,00.html

Various other online news stories floating around about this. Essentially trying to come up wth an Aussie 'brand'

The 'where the bloody hell are ya?' campaign did not do too well, add in the swine flu scare, the recession and the fact that Aus is a fair way away from Europe and North America and it spells a bit of trouble for Australia's toursm industry (which is one of the biggest employers).

On ABC news today an advertising executive was talking about how the latest campaigns have focused too much on our natural/scenic beauty, rather than our 'personality' or image as a country.

What are your thoughts?

Perhaps we could lodge for the tender. Lol ;)

[kennas]

Just play Men at Work - Land Down Under, with a collage of images flicking through on the screen. The country sells itself.

[buddinghealth]

I actually thought the where the bloody hell r you campaign was pretty effective, the issue is the distance from other countries and the recession. I didnt realise quite how important the learning english market was to tourism

[BrotherAdam]

As a hobby, i design T-Shirts... so when I heard about the search for a new logo/brand, I decided to get my creative juices flowing!

I have come up with a design and slogan which could work well. I decided to advertise my design for sale on Ebay as a bit of a cheeky way to divert traffic to my t-shirts.. however the feedback has actually been really positive.. and I have even received an offer of $9 million (yes it did end up being bogus!)

Here is a link if you want to have a look: LOGO For Sale (http://bit.ly/UVKdp)

Enjoy!

[Unluckee]

they should market the outback rather than the metropolitian city. That's what tourists will want to think of when they think Australia.