Today Australia launches a new AUD$180-million international advertising campaign to promote itself as a tourist destination.
Apparently the use of "bloody hell" has sparked some controversy (is anyone surprised?) but has been defended by Tourism Australia (who also spent AUD$6.2mill testing the ads on focus groups worldwide).
Tourism Australia Managing Director, Scott Morrison described the slogan as a "uniquely Australian invitation" whilst Tourism Minister Bailey on The World Today programme referred to the expletive as "the great Australian adjective".
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