Tourism Australia launches “Come And Say G’day” campaign

The multi-market awareness ad aims at promoting Australian holidays among international travellers. This time, Ruby, a souvenir kangaroo, and Louie, a toy unicorn, are the main animated characters of the short film promoting the destination, directed by prestigious director Michael Gracey and produced by FINCH. The animals are followed in their adventure across destinations in Australia and are voiced by actors Rose Byrne and Will Arnett.

The campaign will feature across 15 key markets in several presentations such as TVC, print, social, billboards and more, and is expected to have an enormous positive impact on its targets.

Phillipa Harrison, the Managing Director of Tourism Australia, commented:

“Come and Say G’day is unashamedly and unmistakably Australian. After a challenging time around the world, our uplifting and joyful campaign will stand out in what is a highly competitive international tourism market.”

Tourism Australia’s Chief Marketing Officer, Susan Coghill, added:

“The use of an animated character, such as Ruby, was a deliberate move that aims to cut through the clutter of destination marketing internationally. Ruby is a versatile fluent brand device that can live across all platforms and channels. [...]

“In tourism advertising misattribution of destinations is extraordinarily high and the use of famous and recognisable Australian icons, such as a kangaroo, Uluru, Sydney Opera House and the Great Barrier Reef throughout the campaign ensures our assets are undeniably Australian. It reinforces existing memory structures with consumers, and reminds them of what they already know and love about Australia.”

The campaign was created and implemented via agency M&C Saatchi. Cam Blackley, Chief Creative Officer at M&C Saatchi Sydney, declared:

“Campaigns of this scale and importance rarely come around and we feel blessed to have been entrusted with the creation of another epic that will help rejuvenate the tourism industry. This campaign is purpose built to work for audiences from east to west, above and below the equator and easily flex for cultural nuisances and sensitivities.

“Come and Say G’day is full of bucket list moments from the director, to the actors, the characters and iconic locations. It’s been touched by a dedicated team of creative individuals and championed by a client that doesn’t just have a progressive vision for advertising but that also truly loves Australia and understands what it takes to motivate the world to visit.”

Come and Say G’day campaign will be intensively promoted via partnerships with State Tourism Organisations, Qantas Airline and other key media partners. “Come and Say G’day” will be launched on October 20.

 

Source: campaignbrief.com