Observant readers of the Urban Toronto forum pointed out this Aussie ad campaign that asks tourists "Where the bloody hell are you?" We're not sure how the "strong language" will translate in China, Japan, India and Europe where these ads will be translated but in the English speaking world the reception seem to be quite positive.

The fact that it piqued the curiousity of foreign journalists is a step in the right direction. And as many UT readers pointed out it's bold, ballsy and edgier than the yawn inducing Toronto Unlimited slogan. Australia seems to have a long history of effective tourism slogans. Almost two decades later Torontoist still finds that quoting the Paul Hogan "shrimp on the barbie" (an Australian tourism slogan in the '80s) line will make even the friendliest of Australians wince. We just hope that Tourism Toronto doesn't steal this slogan like it did "London Unlimited."