minor success (and small hullabaloo)

It appears our shiny new tourism campaign isn't going ahead in Japan, either ("Too bloody hard to teach Japan to swear", March 28). After all this hullabaloo could someone clarify exactly who, except for Australians, this ad is designed to target? It seems like a lot of money to be spending if its only effect is on some of our bloody expats.

Claudia Marckx Chippendale