Everything’s Well on the Coromandel

First it was underarm bowling, then they robbed us of cohosting the 2003 Rugby World Cup, finally Tourism Coromandel reckon they might have won one back over the Ozzies.

Australia’s recent marketing campaign has received world wide publicity due to its controversial language, when at the end of the ad they ask “So where the bloody hell are you?” Tourism Coromandel, one of New Zealand’s most popular regions, have responded with an advertisement answering that very question! Tourism Coromandel’s CEO Jim Archibald explains “As soon as we saw they had finished with an open ended question like that at the end of the ad we knew it was ripe for a come-back – we know where everyone is, they’re all enjoying the Coromandel, mate!” Tourism Coromandel worked with Saatchi and Saatchi on the tag line for the ad.

“Of course the ad has other connotations” explains Jim “the fact is with an abundance of seafood, great cuisine, fresh air and the great outdoors, a holiday on the Coromandel does you the world of good, hence the phrase “We’re Bloody Well”.

“And as an industry, we’re doing just as well.

We’ve had a great season this year, with some of our Information Centres reporting a lift of around 20% in visitor traffic through their doors."

“We’ve been careful not to poke fun at our mates in Australia at the same time, as we’re keen to see even more come to The Coromandel and see for themselves what a great place it is to visit."

ENDS

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