At last. Tourism Australia focuses on the customer value proposition

After a disastrous international response to the "Where the bl**dy hell are you?" campaign, Tourism Australia has gone back to basics - with some very expensive big guns - to focus on the real value proposition - what does a tourist get from a visit to Australia?

The exquisitely beautiful mini-movies by Baz Luhrmann have very high production values and would impress anyone whether contemplating an Australian holiday or not. But the sub-text - of people who have to get lost in order to find their inner selves - is as compelling as any value proposition can ever get.

Capturing the essence of what really constitutes the value to the target customer is tricky and requires specialist marketing help. Clearly, Tourism Australia has the budget to bring in the brightest and the best to help them.

Well done to all concerned. The current international financial environment makes this a tough market, but the first step - getting the value proposition right - is the most important and you can't help but feel this campaign will succeed.