The advertising agency that coined the So Where the Bloody Hell Are You? campaign is now trying to lure business - as well as tourists - to Australia.
Using the slogan 'Australia Unlimited', the $20 million promotion will run for four years in an attempt to convince companies to make the move Down Under.
"Australia is the envy of the world, the only developed in the world to have dodged the recession," Mr Crean said.
"We know we are competitive enough, we know we are good enough to do it.
"What we have to do is to market ourselves better. That's what gives people the opportunity to brand themselves around."
Tom Dery, worldwide chairman of M&C Saatchi, which won the tender for the campaign, said he was not worried about possibly repeating the public relations problems of the last tourism campaign.
"You must understand the absurdity of those headlines," Mr Dery said.
"There were 10 people who complained in the UK.
"I think the interesting thing about the campaign is that it was very well researched and very well received overseas."
