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Tourism Australia Introduces Come And Say G day Global Campaign

Michele HerrmannContributorOpinions expressed by Forbes Contributors are their own.I write about destinations, travel news/trends, dining and culture.FollowingNew! Follow this author to stay notified about their latest stories. Got it!Oct 22, 2022,09:32am EDTNew! Click on the conversation bubble to join the conversation Got it!Share to Facebook Share to TwitterShare to LinkedinWill Arnett and Rose Byrne attended the Tourism Australia "Come and Say G'day" Global Launch event ... [+] in Brooklyn (Photo by Astrid Stawiarz/Getty Images for Tourism AustraliaGetty Images for Tourism Australia An animated toy kangaroo is the face of a new Australian tourism campaign. This past week, Tourism Australia introduced “Come and Say G’day,” a multi-market and mass awareness campaign catering to international travelers to plan and take a vacation—or holiday—to this destination. The centerpoint of this campaign is “G’ day,” a short live action film that introduces Ruby, a CGI animated kangaroo who is also the campaign’s brand ambassador. In the film, Ruby’s backstory is as a toy kangaroo who is to be sold as a souvenir at a gift shop. However, Ruby is not staying inside that sales box for long. The animated characters Ruby, left, and Louie, right, have some coffee in Melbourne in the live ... [+] short film, "G'day." The movie is in Tourism Australia’s new Come and Say G’Day marketing campaign.Tourism Australia In a media release, Tourism Australia’s Chief Marketing Officer Susan Coghill stated that Ruby was a joyful way to instantly connect with international audiences, as the kangaroo is considered to be Australia’s most recognizable icon. “The use of an animated character, such as Ruby, was a deliberate move that aims to cut through the clutter of destination marketing internationally,” said Coghill. “Ruby is a versatile fluent brand device that can live across all platforms and channels.” MORE FOR YOU

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Ruby is voiced by the Australian actress Rose Byrne. Byrne is currently Tourism Australia’s Global Ambassador and she also makes an appearance in the film. In “G’ day,” Ruby develops an unlikely onscreen friendship with a “magical” toy unicorn named Louie. Louie, who is voiced by actor Will Arnett, is described in the campaign as a symbolic representation of an international traveler. In "G'day," Ruby and Louie head off on an adventure throughout Australia. They are shown hitching a ... [+] ride in New South Wales, with the Sydney Opera House in the background.Tourism Australia The short film has Louie unexpectedly entering the gift shop, meeting Ruby and becoming her travel buddy. He helps Ruby escape from her box and they both head out on an incredible adventure around Australia. These two characters are seen at the Sydney Opera House, the Great Barrier Reef and Uluru-Kata Tjuta National Park. They also partake in Melbourne’s coffee culture with Ruby feeling quite jittery after having many cupfuls. According to Coghill, picturing these well-known landmarks in Australia also signifies the familiarity of this destination’s identity with audiences. “It reinforces existing memory structures with consumers and reminds them of what they already know and love about Australia,” added Coghill. Uluru-Kata Tjuta National Park in Australia's Northern Territory is featured in the live action ... [+] short film, "G'day."Tourism Australia Other important aspects of Australia are prominently featured in “G’ day.” Through talent, music and landscapes, Australia’s Aboriginal and Torres Strait Islander cultures feature prominently in the campaign. Multiple Indigenous Australian languages are also shared. The film also features a new cover of the Men at Work song, “Down Under.” The remake of this 1980s hit single was produced in collaboration with the band’s lead singer, Colin Hay, and performed by the Australian band, King Stingray. King Stingray sang this song in both English and Yolŋu Matha, an Indigenous language from northeast Arnhem Land in Australia’s Northern Territory. The campaign was created in collaboration with M&C Saatchi, a global communications company, and supported by Tourism Australia’s global agency village. “Come and Say G’day” is the first global campaign from Tourism Australia since 2016. From left, Will Arnett, Rose Byrne and Laura Brown speak on stage during the Tourism Australia "Come ... [+] and Say G'day" Global Launch Event on October 19, 2022 in New York City. (Photo by Craig Barritt/Getty Images for Tourism AustraliaGetty Images for Tourism Australia Ruby will stay at the center of the campaign, which is being marketed through through partnerships with Australia’s State Tourism Organizations, key distribution and media partners and airlines including Australia’s flagship carrier, Qantas. In the same media statement, Tourism Australia’s Managing Director Phillipa Harrison, said that “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.” Byrne, Arnett and representatives from Tourism Australia were on hand at a preview party for the campaign at 74Wythe in Williamsburg, Brooklyn. King Stingray gave a performance as well. Learn more about the campaign and the film, “G’ day,” via Australia’s YouTube channel Watch the firm directly here. It can be also be seen on Australia.com. Follow me on Twitter. Check out my website. Michele Herrmann Editorial StandardsPrintReprints & Permissions