Tourism Australia is leveraging the massive UK audience tuning into the upcoming Ashes series, rolling out a new instalment of its Come and Say G’day campaign featuring Australian Test captain Pat Cummins and Ruby the Kangaroo.
Launching in the UK this week, the ‘Howzat for a holiday?’ creative will screen on TV and digital channels across England throughout the series, spotlighting Australia’s world-class destinations and summer experiences.
The ad follows Cummins and Ruby from the MCG to Sydney’s Palm Beach, showcasing hero locations including the Great Barrier Reef, Kangaroo Island and Western Australia’s Margaret River region.
Tourism Australia has a strong track record of activating major sporting moments, with recent campaigns tied to the FIFA Women’s World Cup and the British & Irish Lions tour. A version of Howzat for a holiday? also ran in India during last summer’s cricket season, generating around 100 million views.
The UK remains Australia’s fourth-largest inbound market, contributing more than $5 billion in visitor spend in the year to June 2025.
Trade & Tourism Minister Don Farrell said the Ashes offered an unrivalled opportunity to keep Australia top-of-mind for British travellers.
“While English fans back home are rugged up on cold nights, we’ll be reminding them what Australia has to offer. There’s never been a better time to cheer on your team, book a holiday and experience what makes Australia truly unique.”
Tourism Australia acting managing director Robin Mack said the Ashes provided a “captive audience” for the next eight weeks.
“The UK’s eyes will be on Australia from the first ball in Perth to the final wicket in Sydney,” Mack said. “Our Howzat for a holiday? campaign will air between overs, and we’re confident it will inspire travellers to plan an Australian adventure of their own.”
