LONDON: The state government of South Australia has launched an aggressive marketing campaign to persuade 'Poms' to stop whingeing about their lot in Blighty and take up residence Down Under.

The ads appearing in UK national newspapers urge young Brits to: "Sod London house prices" and "Screw working in Staines, hello Adelaide" – where they can snap up a four-bedroom beachside house with space for a barbie and pool for only £200,000 ($393,5k; €268k)

The campaign is the brainchild of Bill Muirhead, a founder partner in the M & C Saatchi ad agency.

He says: "It might appear we are being rude but a lot of things in Britain aren't good. You don't want to go to hospital in case you die of illness. It's fertile ground.

"We went for Staines because it sounds nasty too. I don't suppose the mayor of Staines is going to be too happy but it could easily have been Slough or Croydon."


Data sourced from; additional content by WARC staff