BLOODY HELL, LISHY SLAMS M&C SAATCHI'S AUSTRALIAN TOURISM CAMPAIGN
A note for the CB Blog from Andy Lish, who created the "Australia in a different light" campaign for the Australian Tourist Commission via Whybin TBWA, Sydney:
The reason I emailed is to point out how ironic it is that M&C Saatchi blasted my campaign and yet, (as I'm sure you read in Thursday's Media section in the Australian) the "bloody Hell" campaign has proved to be a huge flop in the key Asian market. Asia makes up a large percentage of tourist numbers to Australia. The China market, in which the campaign also flopped and failed to increase numbers (in fact lost way) is the biggest single emerging market. All those cashed up Chinese Bogans.
I feel it would be fair and nicely naughty to compare the current performance of their campaign with the results for the same period whilst my campaign was running. The figures wont lie.
This way, the nay sayers and jealous competitors-hell-bent-on-mischief will have to eat plenty of humble pie.
Fondest regards always.