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New PM behind ‘Where the bloody hell are you?’, 100% Pure NZ



If you don’t really know who Australia’s new Prime Minister is, and work in the travel/tourism sector in particular, know this: Scott Morrison was the man who approved arguably Australia’s most controversial tourism campaign slogan, ‘Where the bloody hell are you?”. 


Yes, well before he devised his famous “stop the boats” slogan, Mr Morrison was actually the man responsible for bringing people, at least those authorised to do so, to Australia as tourists.


His $180 million ‘Where the bloody hell are you?’ campaign however didn’t run smoothly, as the advertising slogan often went misunderstood, and even caused offense, overseas. 


But even prior to becoming Tourism Australia’s first managing director in 2006, Morrison had years earlier been involved in promoting travel to New Zealand, where he helped establish NZ’s Office of Tourism and Sport and develop its highly successful “100% Pure New Zealand” initiative, a slogan still in use today. 


So let’s hope his Prime Ministership, however long or short it is, runs more like his work for New Zealand travel than Australian tourism.


Written by: Mark Harada
Published: 24 August 2018

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