By all reports, hell's not real nice. So not real nice, some of the more religiousy, irony blind types out there (Americans, zealots, pigeon fanciers...etc) get nervous at the mention of it.
Then why would you mention hell's existence in a fricken tourism ad?
Why don't we go with...
Australia. Come look at our animals.
and its stunning campaign mate...
Australia. Come look at our scenery.
Because really, that's the only message an Aussie tourist campaign's going to say in my lifetime.