Tourism Australia’s new global campaign, Come and Say G’Day has officially launched and the film is now live.
The campaign is now live in key international tourism markets around the world to remind international travellers why There’s Nothing Like Australia.
The campaign includes new broadcast advertisements (in 60, 30 and 15 second versions), print and high impact Out of Home (OOH) advertising placements, and social, digital, and content marketing initiatives.
The campaign activity will be further amplified by partnership activity with airlines, State Tourism Organisations, and key distribution partners globally.
Tourism Australia Managing Director, Phillipa Harrison, said the Brand Ambassador, Ruby the CGI-animated souvenir kangaroo, has been appearing on billboards around the world in the past week.
“Come and Say G’day is unashamedly and unmistakably Australian through the use of a globally recognisable icon in Ruby the kangaroo who goes on an adventure across the country to show all that Australia has to offer.
“Ruby, who is voiced by Australian actress Rose Byrne, is joined on her adventure by a toy unicorn, Louie, who is voiced by Will Arnett. As a duo they bring both warmth and humour to the campaign.
“Another hero of the campaign is the remake of the Australian classic song Land Down Under by up-and-coming Australian band King Stingray, who sing in both English and Yolŋu Matha, an indigenous language from Northeast Arnhem Land in the Northern Territory.”
Tourism Australia Chief Marketing Officer Susan Coghill said:
“The short film, directed by Michael Gracey, aims to create an emotional connection to Ruby the kangaroo, by establishing her backstory and setting her up to be a long-term Brand Ambassador for Tourism Australia.
Yvonne Hobden, Head of Marketing at Flight Centre UK says the new campaign is likely to resonate well with British travellers.
“The ‘Come and Say G’Day’ message brings back that overwhelmingly friendly message we feel as Brits about Australia.
The creative execution captures the imagination of both young and old to build back the desire for one of Flight Centre customers’ most favourite holiday destinations, whilst also showcasing the breadth and beauty of Australia.
It is already one of our top-selling destinations and we believe this campaign will spike demand within our target audience.
For more information, please visit australia.com/gday.
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