Essentials

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19 October 2022

Come and Say G’day

As I reported in last week’s Essentials newsletter, we began the roll out of the next instalment of Tourism Australia’s global There’s Nothing Like Australia brand platform. We revealed Ruby, our new Brand Ambassador to the world. Ruby is a CGI-animated souvenir kangaroo, and she is voiced by Australian actress, Rose Byrne. The new campaign invites international travellers to Come and Say G’day and discover the true meaning of an Aussie welcome.

On Thursday 20 October, the full campaign will be launched in New York, and you might have seen coverage of the campaign in Australia today. Accompanying Ruby on her journey around Australia is Louie, a CGI-animated toy unicorn, who represents international visitors and is voiced by actor, Will Arnett. Ruby and Louie will be inviting the world to Come and Say G’day, echoing the same friendly invitation first extended by Legend of Australian Tourism, Paul Hogan, in the 1980s.

Come and Say G’day reminds the world why There’s Nothing like Australia through use of recognisable and beloved icons, stunning scenery and warm Aussie characters, inviting international travellers to discover the true meaning of an Aussie welcome.

After global travel borders being closed for two years, Come and Say G’day will welcome back international travellers in a joyful, creative and unmistakably Australian way.

Visitor economies around the world are looking to rebuild as we emerge from the pandemic and that is making the tourism landscape more competitive than ever before, which is why we have made sure Come and Say G’day will cut through and make Australia stand out.

To get inspired for this incredible new adventure, consumers are invited to Discover their Australia on Australia.com.

Finally, we invite industry to join our next industry webinar at 11am AEDT on Friday 28 October to hear more about the campaign, registration details below.

Phillipa Harrison

Come and say G’day broadcast advertisements and G’day the film

The multichannel Come and Say G’day campaign includes new broadcast advertisements (in 60, 30 and 15 second versions), print and high impact 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. See the campaign here.

Minister for Trade and Tourism, Senator the Hon Don Farrell, said Come and Say G’day will stand out on the global stage.

“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.” Mr Farrell said.

A short film titled G’day, directed by Michael Gracey, acclaimed Australian director of The Greatest Showman and produced by FINCH, introduces the world to two lovable CGI animated characters; Ruby, voiced by Australian actress Rose Byrne, a souvenir kangaroo, and Louie, a comical toy unicorn voiced by actor Will Arnett. The film will premiere at a global launch event in New York tomorrow, watch the trailer here.

G’day follows the unlikely travels of Ruby and Louie as they explore Australia’s sites and together discover the true meaning of an Aussie welcome. The film will be premiered at the global launch event in New York. Local in-market media and viewing events will occur in Tokyo, Singapore, Mumbai, Frankfurt, Berlin, Paris and London.

Industry Resources

Campaign Industry Toolkit

Tourism Australia has a developed a factsheet and industry toolkit with campaign information, social media tools and a range of static and video assets for tourism operators. Industry are encouraged to download the toolkit and utilise the assets in their own digital and social channels. In addition, tag any social media posts with #ComeandSayGday and #SeeAustralia. There is also a short video explaining how to use the toolkit on the corporate site. View the campaign and access industry resources here.

Come and Say G’day Industry webinar

Tourism Australia will be holding an industry webinar at 11am AEDT on Friday 28 October. Register to learn more about the campaign and the assets available to leverage the Come and Say G’day campaign. Register to attend here.

tourism.australia.com

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