Tourism Australia’s campaign Come and Say G’day, has gone live around the world today (Thursday, 20 October 2022) in a bid to attract international tourists back to its shores.
The campaign includes broadcast, print, social, digital, and content marketing initiatives. In addition, partnerships have been formed with with airlines, State Tourism Organisations and key distribution partners.
Minister for Trade and Tourism, Senator the Hon Don Farrell, believes Come and Say G’day will be distinctive from the efforts of other competitor countries to rebuild their inbound travel and tourism sectors.
“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,” Mr Farrell said.
“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.”
Tourism Australia Managing Director, Phillipa Harrison, said the Brand Ambassador, Ruby the CGI animated souvenir kangaroo, has been appearing on billboards around the world in the past week, building anticipation ahead of the global campaign launch.
“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,” Ms Harrison said.
“After a challenging time around the world, our uplifting and joyful campaign will stand out in what is a highly competitive international tourism market.”
Come and Say G’day is Tourism Australia’s first global campaign since 2016.