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Where the Bali Hell are You?

A small group of Bali hotel and travel operators recently produced a tongue"in-cheek video advertisement to draw attention to their growing frustration with the Australian market's prolonged recalcitrance to return to Bali for their holidays.

Seeking to launch a low-cost Bali awareness campaign, the Little Bali Hotel & Resort Company (LBHRC) tore a page out of the controversial Australian Tourist Commissions "Where the Bloody Hell are You" campaign and created an amateur-quality video narrated by a traditionally dressed Balinese on a walking tour of Bali asking where the Australian tourists had gone?

The guerilla marketing campaign by Little Bali Hotel & Resort Company(LBHRC) is comprised of two parts: the initial spoof ad program distributed by Internet followed by a program of heavy discounts to the Australian market.

The eight members hotels of LBHRC are the Baleka Beach Resort, Bali Ayu Hotel & Villas, Bali Garden Hotel, Puri Etnik Hotel, Samsara Hotel & Spa, Su's Prince Cottages and Villa Coco.

Australian visitors have traditionally ranked as the second largest inbound market to Bali with Bali, in times past, being the most preferred overseas holiday destination for Australians. Current Austrial arrivals to Bali are nown by more than -55%, following a second terror attack in October 2005.

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