GME Revives Iconic ‘Where The Bloody Hell Are You?’ Slogan In New Campaign

GME Revives Iconic ‘Where The Bloody Hell Are You?’ Slogan In New Campaign

Australia’s leading manufacturer of emergency locator beacons and radio communication equipment, GME, has appointed creative-led PR agency We Are Different and its strategy and creative partner Not Bad ϟ Pretty Good to lead its communications in Australia and New Zealand.

Tasked with driving awareness and sales among new outdoor and adventure category entrants, the team’s pitch-winning campaign – Where The Bloody Hell Am I? – launches this week, parodying iconic tourism messaging to remind travellers of the potential pitfalls that can come with exploring the great outdoors.

Already gaining national media exposure, the earned-first PR, digital and OOH campaign features breathtaking locations of GME’s biggest Australian rescues, transforming their locations into a travel itinerary of the best places to visit safely with GME. A full list of destinations can be explored via an interactive Rescue Route map at

GME’s Group Marketing Manager, Tony Crooke, said: “It’s great to see so many Aussies taking up camping, 4WDing or hiking for the first time this year, but many don’t realise that just a few clicks out of the city you’ll need a radio or emergency beacon to stay in touch. The campaign highlights the beauty and excitement of the great outdoors while encouraging Aussies to avoid a ‘Where The Bloody Hell Am I?’ moment with GME.”

NBϟPG partner Joel Pearson said: “It’s always exciting when you get to work with a brand and products that serve a genuine need. And when we saw the volume of rescues that start with a GME product, the stunning locations many of them occur in, and the life or death difference having one product can make, turning these rescue locations into travel destinations felt like a lovely way to introduce GME to a whole new audience this summer.”

We Are Different founder and director Stuart Terry said: “We’re incredibly proud of this campaign and our partnership with GME. The campaign shows how an earned-first idea can easily stretch into paid media channels – with the right thinking, team and approach. This is market-leading creative and a true testament to what can be achieved when clients commit to doing things differently.”


Client: GME

PR / Influencer / Social: We Are Different

Planning / Creative: Not Bad ϟ Pretty Good

Photography: Ben Harrison / @generalben


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