Staines, traffic, weather, house prices and London were all targets in the month-long campaign which launched in the Evening Standard on Monday, 4 February.

A series of five adverts were created, including ‘Screw working in Staines’, ‘Stuff London traffic’, ‘Sod London house prices’ and ‘Bugger it, I'm off to Adelaide’.The tone portrayed in the ads reflects the dynamic and bold changing face of ‘Adelaide, South Australia’… a modern message for a modern state. It’s a stand off challenge for people to stick two fingers up to the UK and reach out for greater business prospects, better health care, higher quality education, warmer weather, lower house prices - overall a far superior quality of life.

The advertising also generated a phenomenal 1000% increase in traffic to the website www.southaustralia.com, which received an additional 9,000 hits within days of the campaign launching.