Australia’s tourism authorities have launched a new, high-profile campaign aimed at drawing more international visitors to the country. The campaign, backed by a $130 million investment, marks a fresh chapter in Australia’s global marketing efforts, building on the popular “Come and Say G’day” platform first introduced in 2022.
Leading the campaign are wildlife ambassador Robert Irwin and British celebrity chef Nigella Lawson, both fronting advertisements across five different countries. These ads aim to showcase Australia’s iconic charm with a contemporary twist, featuring familiar phrases like “mates,” “G’day,” and a nod to Paul Hogan’s legendary “throw a shrimp on the barbie” catchphrase.
The campaign introduces a new approach by tailoring advertisements to individual markets instead of a one-size-fits-all strategy. The ads feature the animated mascot Ruby the Roo and are designed to resonate personally with viewers. According to Tourism Australia managing director Phillipa Harrison, “Traditionally, tourism campaigns have leveraged one famous face across every market. But for our latest campaign, Ruby will be joined by well-known talent from five different markets to showcase personal lasting memories of a holiday to Australia.”
Tourism Australia has a long history of bold, sometimes controversial campaigns. From Paul Hogan’s 1984 invitation to “Slip an extra shrimp on the barbie” to Lara Bingle’s infamous “Where the bloody hell are you,” the agency consistently aims to grab attention and promote Australia’s relaxed, adventurous spirit.
Previous efforts have included enlisting stars like Chris Hemsworth and Delta Goodrem, along with investing millions in glossy international advertisements. The 2006 Lara Bingle campaign, despite being briefly banned in the UK for its language, successfully highlighted Australia’s iconic landscapes such as Uluru and the Great Barrier Reef.
Professor Daniel Gschwind from the Griffith Institute for Tourism commented that campaigns featuring well-known icons and iconic imagery can still be highly effective. He said, “They exist for a reason, people respond to them,” emphasizing that traditional clichés like kangaroos, vast landscapes, and references to barbecues still hold power when they genuinely reflect what Australia offers.
With this campaign, Australia aims to continue its tradition of bold marketing while appealing to a new generation of international travelers eager to experience the country’s natural beauty and laid-back charm.
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