Tourism Australia takes ‘market-first’ approach with latest campaign

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The second phase of Tourism Australia‘s “Come and Say G’day” has been unveiled, featuring the return of Ruby the Souvenir Kangaroo as well as a star-studded line-up of local talent from key international markets.This new chapter builds on the campaign’s success to date, following its initial launch in 2022, and is tailored for audiences in the United States, United Kingdom, China, India and Japan. The talent includes wildlife conservationist Robert Irwin (US), TV cook Nigella Lawson (UK), actor Yosh Yu (China), philanthropist Sara Tendulkar (India), and comedian Abareru-kun (Japan). Each will appear in bespoke advertisements aimed at showcasing the experiences most appealing to travellers in their respective regions.“The previous campaign struck a chord with visitors, with Ruby the Roo bounding into the imagination of countless guests, encouraging them to book a holiday down under,” said Minister for Trade and Tourism Don Farrell. “I know this iteration, featuring popular talent like Robert Irwin, will be a smash.”Meanwhile, Tourism Australia Managing Director Phillipa Harrison explained how the campaign’s approach differs from its predecessors.

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“Traditionally tourism campaigns have leveraged one famous face across every market but for our latest campaign Ruby will be joined by well-known talent from five different markets to showcase personal lasting memories of a holiday to Australia,” she said.“These international stars combine with local talent, including Australian actor Thomas Weatherall and Ruby the Kangaroo, to create bespoke invitations for five markets that are tailored for each country. This campaign is part of the enormous body of work Tourism Australia does in key markets around the world.”Tourism Australia Chief Marketing Officer Susan Coghill said the campaign marks a “market-first approach” by leveraging localised talent. “This is the first time we’ve strategically leveraged market-specific talent in a campaign to truly connect with travellers across our key markets,” she said.“We believe this powerful blend of beloved characters, compelling local talent, authentic storytelling, and experiences… will inspire international visitors to book that once-in-a-lifetime Australian adventure.”Developed by Droga5 ANZ, part of Accenture Song, the campaign will roll out across multiple countries starting with China this week, followed by India, the US, UK, Japan, Germany and South Korea through the rest of 2025.“As an Australian living abroad, it is both a privilege and a deep responsibility to help invite the world back home,” said Accenture Song CEO David Droga. “This is more than a campaign, it is a warm and timely welcome to the world.”Tourism numbers back the campaign’s success to date. According to Tourism Research Australia, international visitor expenditure hit a record $52.6 billion in the 12 months to March 2025. Projections suggest arrivals will climb to 10 million by 2026 and 11.8 million by 2029.With a $14 return for every tourism dollar invested, and more than 700,000 jobs supported by the industry, the campaign was highlighted as a crucial part of Australia’s economic and cultural outreach.

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