Tourism Australia’s new global campaign, Come and Say G’Day, went live yesterday to an audience of media and travel advisers.
The campaign is the first to launch since 2016 and reminds the world why “there’s nothing quite like Australia.”
Media were given a private screening of the new short film which stars Australian actress, Rose Byrne, who voices Ruby the CGI animated souvenir kangaroo. Ruby is joined on her adventure across Australia by a toy unicorn, Louie, who is voiced by Will Arnett.
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.
Speaking at the launch event, Sally Cope, Regional General Manager UK/Northern Europe, said: “We’ve had a real surge in demand since the borders reopened. That speaks of the relationship between Australia and the UK. At first people were going to visit friends and relatives now we’re seeing the leisure holiday kick in with people spending more money and staying for longer. They’re seeking out bucket list destinations and uniquely Australian experiences”
When asked about Australia’s post-covid recovery strategy, Cope said: “We want to give the industry and the airlines the confidence that we can drive the demand and bring the UK tourists back. We’re at about 63% of our aviation capacity pre-covid and we’re hoping for more airlift in the near future.
“For regional Australia the British market is extremely important and that’s why we’re investing big in this campaign and the activity that follows. Globally there’s 120 partners, several of which are airlines. We’ve also created a toolkit so that travel agents can use the assets in their own marketing.”
Yvonne Hobden, Head of Marketing at Flight Centre UK, says the new campaign is likely to resonate well with British travellers.
“The ‘Come and Say G’Day’ message brings back that overwhelmingly friendly message we feel as Brits about Australia, whilst the creative execution captures the imagination of both young and old to build back the desire for one of Flight Centre customers’ most favourite holiday destinations, whilst also showcasing the breadth and beauty of Australia.
“It’s is already one of our top selling destinations and we believe this campaign will spike demand within our target audience,” Ms Hobden said.
The multichannel Come and Say G’day campaign includes new broadcast advertisements (in 60-, 30- and 15-second versions), print and 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.