It is one of the first moves by Tourism Australia to bring international travelers back to Australia in what will be a multi-million-dollar campaign. The Come and Say G’day campaign, featuring celebrated conservationist and Zoo Ambassador Robert Irwin. British celebrity chef Nigella Lawson will be featured, as one of its more prominent faces. This ambitious initiative has a staggering $130 million in support. The app will make its official debut in the United States in late August 2023.
The campaign, shot around the world, has a wonderfully diverse international cast. It features Irwin, Lawson, actor Thomas Weatherall, sports idol Sara Tendulkar, entertainer Yosh Yu, and the extremely popular Japanese character Abareru-kun. We’re taking our public advertising in a new strategic direction. Future-focused From now on, we’ll be targeting our ads to individual markets, rather than the one-size-fits-all approach that characterized our previous campaigns.
A Nod to the Past
This new campaign is modeled after some of the most successful Australian tourism campaigns from decades past. Paul Hogan’s memorable “throw another shrimp on the barbie” slogan in 1984 revolutionized how Australia positioned itself internationally, particularly in North America.
It will be crucial to build on this high level of brand familiarity,” said Phillipa Harrison, managing director of Tourism Australia. She stated, “It didn’t just put shrimp on the barbie; it put Australia on the map, especially in North America.” By incorporating familiar elements from previous campaigns, this initiative aims to evoke nostalgia while showcasing the unique charm of Australia.
“This was quickly followed by one of the most important things we are doing with celebrity endorsements. “Why not build on brand familiarity? Tourists want to see the Australia they imagine, and if trusted celebrities can help tell that story, it can absolutely work,” she explained.
Australian audiences will see a teaser for the campaign before it launches internationally. This provides them the opportunity to interact with the promotional materials long before they are released in international markets.
Showcasing Australia’s Charm
Come and Say G’day showcases Australia’s relaxed appeal in its fun content and starring animated character Ruby the Roo. The campaign features stunning visual imagery of famous Australian sites including Uluru and the Great Barrier Reef. Alongside it, it brilliantly catches the creative and joyful spirit at the heart of Aussie culture.
Tourism is the second largest economic driver for Australia. Don Farrell, Minister for Trade and Tourism, noted that “Tourism is the lifeblood of so many communities right around the country and creates hundreds of thousands of jobs.” The industry brought a record 7.7 million trips to Australia in the year ending March 2023. This was a remarkable 11 percent jump from last year. This renewed influx of interest and revenue emphasizes the need for purposeful and strategic marketing tactics to maintain the boom in tourism.
The core of the campaign seems to be in the visuals, with iconic symbols and celebrity endorsements. It further engages audiences by continuing to use humor and relatable, real-life content. For instance, Lawson’s playful use of language in the ad—”throw another shrimp on the barbie”—is met with a cheeky response from a fellow character: “Mate, we actually call them prawns.” This playful back-and-forth gives a genuine picture of an Aussie experience while making it relatable and interesting to international audiences.
Looking Ahead
The release of Come and Say G’day is perhaps the most important moment for Australian tourism in my lifetime. It seeks to recover from challenges exacerbated by the pandemic. The campaign builds on Tourism Australia’s platform introduced in 2022, reinforcing its commitment to attracting visitors from around the globe.
Professor Daniel Gschwind of the Griffith Institute for Tourism supports this model. He’s convinced that campaigns that put Australian icons front and center and use high-profile local talent can hit home with enormous effect on would-be visitors. As Tourism Australia prepares for the campaign’s rollout, it aims not only to draw tourists but to solidify Australia’s place as a premier travel destination.
