Home » Tourism Australia Launches First Global Campaign Since 2016 Via M&C Saatchi

19 October, 2022

Tourism Australia Launches First Global Campaign Since 2016 Via M&C Saatchi

Tourism Australia’s new global campaign, Come and Say G’day, is set to go live in key international tourism markets around the world from tomorrow (Thursday, 20 October 2022) to remind international travellers why There’s Nothing Like Australia.

The multichannel Come and Say G’day campaign includes new broadcast advertisements (in 60, 30 and 15 second versions), print and high impact Out of Home (OOH) advertising placements, as well as 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.

Minister for Trade and Tourism, Senator the Hon Don Farrell, said Come and Say G’day will stand out on the global stage.

“This global tourism campaign is a critical step to rebuilding our visitor economy and supporting our tourism industry, which has been through the most challenging period in recent years,” Mr Farrell said.
“Come and Say G’day is an iconic Australian welcome, and the use of some of the most recognisable and stunning scenery will remind the world why Australia is the best place to take a holiday.

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, building anticipation ahead of the global campaign launch.

“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,” Ms Harrison said.

“After a challenging time around the world, our uplifting and joyful campaign will stand out in what is a highly competitive international tourism market.”

“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 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 to capture the world’s imagination and remind them of what is unique and special about Australia, a short film, G’day, will premiere at a global launch event in New York tomorrow.

“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,” Ms Coghill said.

Alongside the global launch event in New York, local in-market media and viewing events will occur in Tokyo, Singapore, Mumbai, Frankfurt, Berlin, Paris and London. Come and Say G’day is Tourism Australia’s first global campaign since 2016. It will run across key international markets from Thursday, 20 October 2022.