Australia 'aiming to shed its stereotypical image'

Cork hats and kangaroos are stereotypes Australia is aiming to shrug off with its new tourism campaign, it has been reported.

By Southall Travel -Wednesday, August 26, 2009 05:28 PM

Australia aiming to shed its stereotypical image

The Australian government is planning to spend 20 million dollars (£10.2 million) on a new campaign aiming to drag its image as a nation of beach bums into the 21st century.

Following a 180 million-dollar tourism campaign entitled 'Where the Bloody Hell Are You?', which received complaints for being too offensive, the country is hoping to revitalise its image and attract more visitors.

"We are much more than a nation of great people and great places. We have won ten Nobel Prizes and we are a nation bursting with creativity and ingenuity," explained trade minister Simon Crean.

He added that the country wants to focus on more serious issues such as its clean energy initiatives and economic potential.

Last November, Tourism Australia managing director Geoff Buckley said that the Baz Luhrmann film was set to create a "wave of publicity" around the country. Meet the editors...

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