Tourism Australia Unveils New Phase Of Come And Say G’day Campaign Featuring Local Talent And Ruby The Kangaroo

Monday, August 4, 2025

Tourism Australia is rolling retired nan 2nd shape of its award-winning “Come and Say G’day” campaign, returning nan iconic Ruby nan Souvenir Kangaroo and introducing a star-studded lineup of world celebrities. The adjacent section draws connected nan fame of nan first campaign, primitively rolled retired successful 2022, and targets privilege world markets specified arsenic nan United States, United Kingdom, China, India, and Japan.

The run will item nan unique Australian experiences astir appealing to visitors from these markets, while leveraging nan occurrence of nan run successful generating liking and driving recreation to Australia.

Star-Studded Line-Up of Local and International Talent

One of nan cardinal highlights of this run is nan divers group of world talents participating, including:

• Robert Irwin, wildlife conservationist from nan United States
• Nigella Lawson, personage cook from nan United Kingdom
• Yosh Yu, character from China
• Sara Tendulkar, philanthropist from India
• Abareru-kun, comedian from Japan

Each of these salient figures will characteristic successful bespoke advertisements tailored to their location countries, showcasing Australian destinations and experiences that are astir appealing to their location audiences.

According to Minister for Trade and Tourism, Don Farrell, nan erstwhile loop of nan campaign, which saw Ruby nan Kangaroo capturing nan imagination of many, was a occurrence successful inspiring group to recreation to Australia. He believes that this caller version, pinch nan summation of specified celebrated world talent, will further prosecute and motivate travelers to make their measurement “down under.”

A Market-Specific Approach

Unlike accepted tourism campaigns that typically usage a azygous personage crossed each markets, this run takes a localized approach by leveraging talent from each participating country. Tourism Australia’s Managing Director, Phillipa Harrison, emphasized really this strategy differs from erstwhile campaigns by ensuring that nan entreaty of Australia’s tourism offerings is tailored to nan interests and needs of travelers successful each market.

Harrison explained that nan run would not only characteristic Ruby nan Kangaroo and world stars, but besides Australian character Thomas Weatherall, arsenic good arsenic different section talents, helping to trade personalized invitations for 5 cardinal markets. The bespoke nature of nan run ensures a much authentic and meaningful connection pinch travelers from various parts of nan world.

Powerful Blending of Local and International Talent

The Chief Marketing Officer of Tourism Australia, Susan Coghill, expressed that this is simply a “market-first approach” successful leveraging section talent, mounting this run isolated from erstwhile efforts. She noted that nan operation of iconic characters, beloved world talent, and authentic storytelling would animate visitors to book their once-in-a-lifetime adventure to Australia.

Developed by Droga5 ANZ, portion of Accenture Song, nan run will rotation retired crossed aggregate countries starting pinch China this week. Following China, nan run will beryllium introduced to India, nan United States, nan United Kingdom, Japan, Germany, and South Korea passim nan remainder of 2025.

Economic and Cultural Impact

The campaign’s occurrence is supported by Tourism Research Australia, which reports that international visitant expenditure reached a grounds $52.6 billion successful nan 12 months to March 2025. Tourism Australia’s projections bespeak that visitor arrivals will emergence to 10 million by 2026, pinch a target of 11.8 million by 2029.

With a return of $14 for each tourism dollar invested, nan run has proven its effectiveness successful driving some economic growth and cultural outreach for nan country. Moreover, nan tourism assemblage supports much than 700,000 jobs successful Australia, making it a important portion of nan nationalist economy.

Tourism Australia Aiming to boost Travel and Tourism Sector successful nan Nation

The 2nd shape of Tourism Australia’s “Come and Say G’day” run represents an important milestone successful nan country’s push to beforehand tourism, tapping into world talent and section acquisition to tie visitors from crossed nan globe. As Ruby nan Kangaroo takes complaint and a hand-picked ensemble of world celebrities presents nan champion of Australia, nan run is poised to further solidify Australia’s position arsenic a starring destination for tourism. Whether done wildlife conservation, luxury holidays, aliases taste discovery, nan run promises to get millions discovering nan beauty and charm of Australia.