Image: Tourism Australia
Come and Say G’day, Tourism Australia’s biggest global campaign in six years, via M&C Saatchi, goes live tomorrow in key international markets to remind travellers why There’s Nothing Like Australia.
The hero of the campaign is a new amabassador, a souvenir kangaroo called Ruby, voiced by Australian actress Rose Byrne, who teams with a toy unicorn, Louie, voiced by Arrested Development actor Will Arnett.
The CGI animated kangaroo has been appearing on billboards around the world over the past week, building anticipation ahead of the global campaign launch.
The campaign music is a remake of Men At Work’s Down Under by Australian band King Stingray, who sing in both English and Yolŋu Matha, an indigenous language from Northeast Arnhem Land in the Northern Territory.
The latest ties in to February’s Don’t Go Small. Go Australia, a $40 million campaign about inspiring tourists to not only book a holiday to Australia but to fill their itinerary with all that is on offer Down Under.
The new campaign also has a short film, G’day, directed by Michael Gracey, which will premiere at a global launch event in New York tomorrow.
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.
Susan Coghill, CMO at Tourism Australia, told AdNews about Australia’s new ambasador: “We love that she’s a souvenir and not just a kangaroo.
“Her story is essentially that she’s been on the shelf in a gift shop for a long time.
“And she’s never gotten out to actually explore the country that she loves so much.
“So she’s going to go on an adventure around Australia, and take us with her. “
Tourism Australia managing director, Phillipa Harrison: “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.”
Don Farrell, Australia’s tourism minister : “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.
“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.”
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