Tourism Australia is to target consumers who have never visited the country in the second phase of its controversial ‘Where the bloody hell are you?’ ad campaign.

Adverts across national and regional press from September 3 are expected to reach 19.6 million consumers. A 20-page supplement including sample itineraries will come with the Mail on Sunday.

In addition, a commercial will be shown in 2,000 cinemas and online.

Tourism Australia marketing manager Tim Jones said: “The campaign is targeted to increase intention to travel to Australia. September is one of the key months for the UK holidaymaker making long-haul travel plans.”

Last year the British Advertising Clearance Centre said the advert was unsuitable for broadcast, but later dropped its objections.