Eleven years ago Lara Bingle strode onto screens asking, “Where the bloody hell are you?”

This uniquely Australian tourism campaign embodied all that was great about this country — beautiful coastlines, friendly people, great food, relaxation and escape. This was just the latest incarnation of a well funded, highly managed campaign to bring Brand Australia to the world, following in the footsteps of Hoges and preceding Hemsworth as the face of this quaint, much-loved country.

And boy was it effective. Not only did it turn tourism into one of the country’s largest exports, it also created and grew the legend of Australia. People love Australia and Australians.