Come and say G’day

Tourism Australia is embarking on the next stage of its globally successful Come and say G’day campaign. Brand Ambassador Ruby the Souvenir Kangaroo returns in a new market-led campaign where she will be joined by well-known talent in key international markets such as Australian wildlife conservationist Robert Irwin and Chinese actor Yosh Yu. The new campaign creative showcases the lasting impact a holiday to Australia has on its visitors, and the unique experiences they can’t help but share when they return home.

The second chapter of Come and say G’day builds on the global campaign which has been in key markets around the world since October 2022. The first campaign has been consistently in the top 1% to 3% of ads tested over the life of the campaign. In that time, we have seen consideration for an Australian holiday increase by 10% in the United States, United Kingdom and China.

Ruby has been an incredibly successful Brand Ambassador for Australia. She is our vehicle to invite the world to come and say G'day and experience the very best of Australia, and she is now established in key tourism markets around the world. What we love about Ruby is her versatility – as an animated character she can speak multiple languages which perfectly suits our new market-led approach. Ruby has had a measurable impact in many key markets with consideration for an Australian holiday up 15% among those who have seen the first campaign.

The new campaign assets will run in key international markets including China from 7 August, India in late August, the United States, United Kingdom, Japan and Germany in September and South Korea in November. The campaign will be rolled out with event launches and activations timed to align with key booking periods in 2025. Come and say G’day will also underpin tailored marketing and partnership activities in Tourism Australia’s other key international markets: Canada, New Zealand, Singapore, Indonesia, Malaysia, Hong Kong, Vietnam, Italy and France. This includes social and digital media, media relations, trade and media familiarisation programs, trade shows and cooperative partnerships.

This new campaign will feature instantly recognisable Australian tourism destinations alongside fresh experiences and places. All states and territories are represented across the breadth of assets created for the new campaign. Our market-led approach to the new campaign means the creative has been tailored for each market. The role of the video creative is to grab attention, leveraging the advocacy of local talent through entertaining content that shows why a trip to Australia creates memories that last a lifetime. The campaign is supported by year-round partnership and marketing activities, such as social media and media famils, that tell a wider story about Australia and showcase a broad spectrum of tourism experiences and destinations.