THE multichannel campaign includes new print, out-of-home, and 15-, 30- and 60-second broadcast advertisements, 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.
Managing Director Phillipa Harrison said Tourism Australia’s brand ambassador, a CGI kangaroo named Ruby, has been appearing on billboards around the world in the past week, building anticipation ahead of the global campaign launch.
Voiced by Australian actress Rose Byrne, Ruby is joined on her adventure by a toy unicorn, Louie, who is voiced by Will Arnett.
“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,” Harrison said.
“Another hero of the campaign is the remake of the Australian classic song ‘Down Under’ by local band King Stingray, who sing in both English and Yolŋu Matha, an indigenous language from Northeast Arnhem Land in the Northern Territory.”
“After a challenging time around the world, our uplifting and joyful campaign will stand out in what is a highly competitive international tourism market.”
A short film called G’day will premiere at a global launch event in New York tomorrow.
“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,” explained Chief Marketing Officer Susan Coghill.
Local in-market media and viewing events will also occur in Tokyo, Singapore, Mumbai, Frankfurt, Berlin, Paris, and London.