Tourism Australia invites the world to ‘Come and Say G’day’ in global campaign via M&C Saatchi

Tourism Australia is launching the next instalment of its global ‘There’s Nothing Like Australia’ brand platform today via agency M&C Saatchi, with ‘Come and Say G’day’, a new multi-market, mass awareness campaign inviting international travellers to plan and book an unforgettable Australian holiday.

The campaign introduces the world to new Brand Ambassador, Ruby, a souvenir kangaroo who is brought to life with CGI animation and is unmistakably Australian. Ruby, voiced by Australian actress and Tourism Australia’s Global Ambassador, Rose Byrne, was unveiled earlier this month as she hopped across billboards around the world in anticipation for the launch.

Central to the campaign is G’day, a live-action short film directed by acclaimed Australian director Michael Gracey (The Greatest Showman) and produced by FINCH, which aims to capture the world’s imagination with a global publicity and paid media launch strategy that mirrors a major film release. G’day the short film follows the unlikely friendship of Ruby and Louie, a toy unicorn voiced by actor Will Arnett who is a symbolic representation of an international traveller, on an incredible adventure around Australia.

Alongside other Australian icons, from destinations and experiences, to talent and music, Ruby will appear across a range of new campaign assets including TVCs (60’, 30’ and 15’), print, social and digital creative elements, including 3D billboards and high-impact Out of Home (OOH) advertising placements, in a channel mix that has been optimised towards driving attention, engagement, and awareness of the campaign across 15 key markets. Initial testing of the commerical1, which predicts its effectiveness, was overwhelmingly positive across Tourism Australia’s key markets.

The campaign introduces the world to new Brand Ambassador, Ruby, a souvenir kangaroo who is brought to life with CGI animation and is unmistakably Australian. Ruby, voiced by Australian actress and Tourism Australia’s Global Ambassador, Rose Byrne, was unveiled earlier this month as she hopped across billboards around the world in anticipation for the launch.

Central to the campaign is G’day, a live-action short film directed by acclaimed Australian director Michael Gracey (The Greatest Showman) and produced by FINCH, which aims to capture the world’s imagination with a global publicity and paid media launch strategy that mirrors a major film release. G’day the short film follows the unlikely friendship of Ruby and Louie, a toy unicorn voiced by actor Will Arnett who is a symbolic representation of an international traveller, on an incredible adventure around Australia.

Alongside other Australian icons, from destinations and experiences, to talent and music, Ruby will appear across a range of new campaign assets including TVCs (60’, 30’ and 15’), print, social and digital creative elements, including 3D billboards and high-impact Out of Home (OOH) advertising placements, in a channel mix that has been optimised towards driving attention, engagement, and awareness of the campaign across 15 key markets. Initial testing of the commerical1, which predicts its effectiveness, was overwhelmingly positive across Tourism Australia’s key markets.

Says Tourism Australia Managing Director, Phillipa Harrison: “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.”

Tourism Australia’s Chief Marketing Officer, Susan Coghill said Ruby was both a joyful way to showcase the warm and welcoming nature of Australia, and to instantly connect with international audiences, with research showing that the kangaroo is Australia’s most recognisable icon and a clear representation of the country.

“The use of an animated character, such as Ruby, was a deliberate move that aims to cut through the clutter of destination marketing internationally. Ruby is a versatile fluent brand device that can live across all platforms and channels,” Ms Coghill said.

“In tourism advertising misattribution of destinations is extraordinarily high and the use of famous and recognisable Australian icons, such as a kangaroo, Uluru, Sydney Opera House and the Great Barrier Reef throughout the campaign ensures our assets are undeniably Australian. It reinforces existing memory structures with consumers, and reminds them of what they already know and love about Australia.”

Through talent, music and landscapes, Australia’s Aboriginal and Torres Strait Islander cultures feature prominently in the campaign, with multiple Indigenous Australian languages shared with audiences. Notably, a fresh new cover of the classic Aussie song ‘Down Under’ was produced in collaboration with Men At Work’s Colin Hay for the campaign.

Ms Harrison, concluded: “Another hero of the campaign is the remake of the Australian classic song Down Under by up-and-coming Australian band King Stingray, who sing in both English and Yolŋu Matha, an Indigenous language from northeast Arnhem Land in the Northern Territory.”

Come and Say G’day will be amplified through partnerships with State Tourism Organisations, key distribution and media partners and airlines including Australia’s flag carrier Qantas.

The campaign was created in collaboration with M&C Saatchi, and supported by Tourism Australia’s global agency village as well as specialised agencies that helped to bring the animation to life.

Says Cam Blackley, Chief Creative Officer at M&C Saatchi Sydney: “Campaigns of this scale and importance rarely come around and we feel blessed to have been entrusted with the creation of another epic that will help rejuvenate the tourism industry. This campaign is purpose built to work for audiences from east to west, above and below the equator and easily flex for cultural nuances and sensitivities.

“Come and Say G’day is full of bucket list moments from the director, to the actors, the characters and iconic locations. It’s been touched by a dedicated team of creative individuals and championed by a client that doesn’t just have a progressive vision for advertising but that also truly loves Australia and understands what it takes to motivate the world to visit.”

The ‘Come and Say G’day’ campaign is the first global campaign from Tourism Australia since 2016. The campaign will roll out across the world from 20 October 2022, with G’day the short film available to view on YouTube and australia.com/gday at 7:00AM (AEDT).

Creative: M&C Saatchi Sydney
Film Director: Michael Gracey
Production Company – Film and TVC: FINCH
Animation Company: Platige
TVC Music Score: King Stingray / Level Two Music
Film Music Score: Jonathan Dreyfus and Amy Andersen, including William Barton, Frank Yamma, the Marliya Gondwana Indigenous Girls Choir and Iwiri Choir
Stills Production Company: Photoplay Photography
Photographer: Mark Clinton
Producer: Ross Colebatch
Media: UM (Global team)
Digital: Digitas
Public Relations: Poem (Global agency) / Ogilvy PR
Social: Apparent