Australia’s controversial Where the bloody hell are ya? tourism campaign has largely been unsuccessful and now the Aussie marketers are trying a different tack to attract international visitors.
Their new come walkabout campaign calls on stressed executives with relationship problems to lose themselves in Australia.
There is no Sydney Opera House or Uluru in the new adverts, and they are instead mainly set in New York and Shanghai.
But some ad executives have their doubts about the $40 million campaign.
The Australian Tourism Ministry though hopes the new adverts will attract 200,000 visitors to the country.