Aussie immigration campaign attacks UK
February 03, 2008 06:05pm
Article from: AAP
AUSTRALIA is to launch an aggressive campaign aimed at attracting a new generation of British immigrants.
With slogans directly attacking life in the UK, such as “Sod London house prices” and “Screw working in Staines, hello Adelaide” creators of the South Australian Government newspaper advertisements are aware some noses may be put out of joint.
Bill Muirhead, an Adelaide-born founder partner in the M & C Saatchi advertising firm who has been appointed agent-general of South Australia, said he was aware the campaign might create a few enemies.
“It might appear we are being rude, but a lot of things in Britain aren't good,” he told The Times.
“We went for Staines because it sounds nasty ... I don't suppose the mayor of Staines is going to be too happy, but it could easily have been Slough or Croydon.”
Andrew Hirst, mayor of Spelthorne, the borough that includes Staines, took the bait.
“It's a great shame the Australians have to pick on Staines,” he told the newspaper.
“It's an attractive riverside town with a lot more going for it than their weak beer.
“We have full employment and are close to both London and Windsor.”
It is not the first time an advertising campaign aimed at attracting people to Australia has caused controversy.
In 2006, Tourism Australia's “So where the bloody hell are you?” campaign – also designed by M & C Saatchi – was banned by the Broadcast Advertising Clearance Centre, which would not allow the word “bloody” in television commercials.
Lobbying by Tourism Australia resulted in the ban being lifted, albeit with a 9pm “watershed” imposed on the TV version.
The latest campaign, which starts tomorrow, promises young people can buy a four-bedroom detached house on the beach with room for a swimming pool and “barbie” for just $435,825.
Professionals such as chefs, butchers, physiotherapists, dentists and dermatologists will be targeted.
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