Tourism Australia launches first global campaign since 2016

A CGI animated souvenir kangaroo leads Tourism Australia’s new global advertising push to attract travellers back to the country following the pandemic.

‘Come and Say G’day’ – Tourism Australia’s first global campaign since 2016 – is poised to go live in key international tourism markets around the world from tomorrow (Thursday).

The multi-channel activity includes new broadcast adverts, print and billboards as well as social, digital and content marketing initiatives. 

The campaign will be supported 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 kangaroo, has been appearing on billboards around the world in the past week ahead of the global campaign launch.

She added: “‘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.

“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, voiced by Australian actress Rose Byrne, is joined on her adventure by a toy unicorn, Louie.

“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,” Harrison said.

Tourism Australia chief marketing officer Susan Coghill said 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,” she said.

Alongside the global launch event in New York, local events will take place in Tokyo, Singapore, Mumbai, Frankfurt, Berlin, Paris and London. 

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