TravelPulse On Scene: Tourism Australia Unveil New Campaign in New York City
The Australian Tourist Board has Canada in its sights! Indeed, twelve Canadian journalists were invited
The Australian Tourist Board has Canada in its sights! Indeed, twelve Canadian journalists were invited to New York on October 19, for the global unveiling of the destination’s new marketing campaign, which also took the opportunity to present its new ambassadors, actors Rose Byrne and Will Arnett. TravelPulse was there.
The new marketing campaign, named “Come and Say G’Day”, features the destination’s new Tourism Ambassador, Australian actress Rose Byrne.
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Byrne also stars in a new animated film and lends her voice to Ruby, a souvenir kangaroo who discovers Australia’s iconic locations. The film was also premiered at the event.
In the short film, Ruby and Louie the unicorn (played by Canadian actor Will Arnett) discover the country through beloved and unique locations, from the Sydney Opera House to the Barossa Valley, a route that ends at the iconic Australian Red Center at Uluru.
Tourism Australiae’s new global Come and Say G’Day campaign, is set to air in key international tourism markets around the world from 4PM on Wednesday, October 19, 2022 (ET) to remind international travelers why “nothing compares to Australia”.
The multi-channel Come and Say G’Day campaign includes new broadcast ads (in 60, 30 and 15 second versions), high-impact print and outdoor ad placements, and social, digital and content marketing initiatives. Campaign activity will be amplified through partnership activity with airlines, national tourism organizations and key distribution partners around the world.
“After an extremely difficult time for tourism around the world, our uplifting and joyful campaign will stand out in what is a highly competitive international tourism market,” said Philipa Harrison, Director of Tourism Australia.
Alongside the global launch event we attended, media events will take place in Tokyo, Singapore, Mumbai, Frankfurt, Berlin, Paris and London. Come and Say G’Day is Tourism Australia’s first global campaign since 2016.
“We want to make noise and remind that Australia is there, and that there is nothing like it, that’s why we threw such an important event, continues Ms. Harrison, Canadians have a lot of similarity with Australians and this is a market we want to develop. We therefore have a Canadian actor, Will Arnett, in our campaign and we are investing a lot to be visible and capture the attention of this key market who are currently planning their next winter holidays”
The event was attended by nearly 400 people from across North America, all of whom came out to say “G’Day”.