Tourism Australia’s sneaky guerilla campaign for the FIFA Women’s World Cup

Tourism Australia piggy backed on the massive news value of England’s win against Australia at

Tourism Australia piggy backed on the massive news value of England’s win against Australia at the FIFA Women’s World Cup

The semi final between the Matildas and Lionesses was identified as an important moment within the World Cup to capitalise on.

Ahead of the match a press ad ran in the UK’s Daily Telegraph, the Metro and The Times to build anticipation.

After England won, digital creative appeared in bus shelters: “At least our holidays are unbeatable. Well done England” while inviting UK travellers to Come and Say G’day.

“Even though the result did not go Australia’s way on Wednesday night we still wanted to harness the important cultural moment the match presented,” says Tourism Australia CMO Susan Coghill.

“We built up the clash in the morning papers in the UK, with bespoke creative, and when the final whistle blew, our Out of Home creative congratulating England went live.

“We wish England all the best in the final on Sunday and hope that, regardless of the result, UK travellers decide to Come and Say G’day.”

Tourism Australia launched a special instalment of its global Come and Say G’day campaign, Holiday Highlights, ahead of the FIFA Women’s World Cup 2023.

Creative strategy and campaign development was by M&C Saatchi Sydney. Media planning and buying of all paid activity was via UM.

Holiday Highlights has featured in key international tourism markets participating in the World Cup, including the UK, US, Canada, Germany, Japan and South Korea.

The campaign was designed to highlight the breadth and depth of travel destinations and experiences Australia has to offer while the global spotlight was on Australia for the month-long tournament.


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