Tourism Australia Makes Huge With Their New Marketing Campaign Delivers Fifty Six Million Us Dollar In The Earned Media Value In Just Three Weeks

Published on September 8, 2025

Tourism Australia pinch its astir caller trading run has deed a awesome milestone, garnering complete $56 cardinal successful earned media worth since its merchandise only 3 weeks ago. Running successful conscionable 2 world markets, nan run has already created a level for semipermanent improvement and is already proving to beryllium a valuable plus successful raising nan visibility of Australian tourism.

A Record-Breaking Start for Tourism Australia’s Campaign

Tourism Australia’s latest trading push has made an contiguous impact. Despite launching successful only two overseas markets, it has already generated much than $56 million successful earned media value. This singular accomplishment demonstrates nan powerfulness of nan Come & Say G’Day campaign, which has importantly raised nan floor plan of Australia arsenic a starring world tourer destination.

The campaign’s capacity has group a strong start and will apt build momentum, further boosting consciousness of Australia’s tourer offerings. Pre-launch advertisement testing received five-star ratings from System 1 imaginative testing, positioning nan run among nan top 1 percent of ads for effectiveness.

A New Era successful Tourism Australia’s Marketing Strategy

This run marks nan first collaboration betwixt Accenture Song and Droga 5 aft winning nan Tourism Australia account successful 2024. It represents nan 2nd section of nan Come & Say G’Day initiative, which first launched successful October 2022. The original run introduced Ruby nan CGI kangaroo, a nosy and memorable figure, alongside nan return of Paul Hogan’s iconic 80s tagline. The occurrence of this first shape led to 10 percent increases successful vacation consideration for Australia crossed markets for illustration nan UK, US, and China.

The 2023 campaign builds connected that success, incorporating fresh elements to make it moreover much engaging. This is particularly existent successful really nan caller run embraces local talent and targeted campaigns, expanding its effect crossed multiple markets.

Celebrity Ambassadors Bring Global Attention to Australian Tourism

In this 2nd shape of nan campaign, Ruby is joined by a talented group of world personalities, each selected to resonate pinch section audiences. These caller ambassadors see Robert Irwin successful nan US, Nigella Lawson successful nan UK, Sara Tendulkar successful India, Abareru-Kun successful Japan, and Yosh Yu successful China. This attack reflects Tourism Australia’s committedness to localizing nan campaign, ensuring each region is engaged pinch relevant, acquainted faces who tin pull maximum attention.

The cardinal fig holding it each together is Australian character Thomas Weatherall, supported by immoderate of Australia’s astir stunning sights and experiences. This operation of section talent and beautiful visuals ensures nan run resonates strongly, whether viewers are successful nan US, UK, India, Japan, aliases China.

Customized Campaigns Drive Maximum Engagement successful Key Markets

The strategical attraction connected country-specific campaigns is simply a awesome displacement from nan accustomed world trading efforts, which typically characteristic a azygous personage ambassador for each markets. This displacement allows Tourism Australia to tailor its messaging to nan unique preferences and cultural interests of each market, ensuring amended engagement and relevance.

By customizing nan Come & Say G’Day campaign for individual markets, Tourism Australia has achieved a much personalized approach to tourism marketing. The overarching strategical idea remains consistent, but nan measurement it is communicated varies to meet nan circumstantial tastes and expectations of each target audience.

Increased Engagement Across Five Key Markets

The preamble of multiple personage ambassadors has allowed Tourism Australia to prosecute audiences crossed five cardinal markets successful a measurement that feels some authentic and personal. The strategical action of ambassadors who are acquainted to these audiences creates a deeper relationship to nan Australia tourism brand.

For example, Nigella Lawson’s involvement successful nan UK is an fantabulous fresh fixed her fame successful food-related content, making her a earthy prime for showcasing Australia’s culinary tourism. Similarly, Robert Irwin brings a consciousness of adventure and relationship to wildlife tourism successful nan US, reinforcing Australia’s position arsenic a starring eco-tourism destination. This segmented attack to trading has proven effective successful driving higher awareness and expanding liking successful Australia, positioning nan state arsenic a apical destination successful Asia-Pacific, Europe, and nan Americas.

Strong Growth Potential successful Key International Markets

The results truthful acold show a clear upward trajectory successful Tourism Australia’s world trading strategy. As nan run continues to tally crossed various markets, Australia’s tourism sector is apt to use from accrued engagement and awareness.

The occurrence of nan campaign’s first 3 weeks is conscionable nan beginning. It is expected to proceed fueling beardown request for holidaying successful Australia, pinch accrued searches for flights, higher vacation bookings, and greater media exposure contributing to long-term growth successful visitant numbers. This accrued global visibility will proceed to fortify nan instauration of Australia’s tourism sector, which is already a significant contributor to nan nationalist economy.

A Shift successful Global Tourism Marketing: Personalization Is Key

Tourism Australia’s move to personalize its trading efforts successful aggregate regions marks a pivotal infinitesimal successful nan world tourism industry. Rather than relying connected a single world approach, nan run is reflective of a broader inclination successful international marketing that focuses connected delivering region-specific content while still aligning pinch a unified marque message. This improvement is basal arsenic nan tourism marketplace becomes progressively diverse, and travelers expect more tailored experiences.

As much countries displacement to this localized trading approach, nan occurrence of Tourism Australia’s campaign whitethorn group a caller modular for really tourism boards crossed nan world create compelling, applicable advertisements. The usage of local celebrities and location themes will apt animate much brands to clasp personalization arsenic a measurement to heighten engagement and boost ROI.

Strong Foundation for Future Growth

Tourism Australia’s newest run has trumped expectations, garnering $56 cardinal successful earned media worth wrong only 3 weeks. This phenomenal opening creates a bully level for nan continued occurrence of nan Come & Say G’Day program, keeping Australia among nan number 1 tourer destinations of nan future. By tapping into section expertise, processing tailored campaigns, and adopting an attack to trading that is personal, Tourism Australia is poised for sustained prosperity and description successful nan world tourism market.