Australia’s federal tourism advertising and marketing physique has enlisted a star-studded solid to drive extra worldwide travellers to native shores in a brand new $130 million promoting marketing campaign.
Superstar chef Nigella Lawson serves Pavlova at a vineyard lunch in Margaret River whereas wildlife conservationist-turned-television star Robert Irwin helps an American get better their telephone which was stolen by an emu in a brand new three-minute movie, which additionally options well-known figures in several goal markets internationally.
Robert Irwin leads Australia’s new pitch to worldwide travellers.Credit score: Tourism Australia
The marketing campaign kinds a part of a plan to proceed rising tourism income in Australia, with an anticipated report 10 million guests in 2026, and hopes to develop that quantity to 11.8 million by 2029.
Cash spent by guests totalled $52.6 billion within the 12 months ending in March this yr in line with Tourism Australia analysis, serving to create extra jobs and develop Australia’s economic system off the again of the profitable first iteration of the “Come and Say G’day” marketing campaign in 2022, this time created by New York-based advert agency Droga5, founded by Australian David Droga.
Bespoke campaigns for various markets will likely be rolled out this week. China is first, that includes actor Yosh Yu, earlier than India later this month, with cricket legend Sachin Tendulkar’s entrepreneur daughter Sara that includes.
The marketing campaign will then roll out to america, United Kingdom, Japan and Germany in September.
Ruby the Roo makes an enormous return, although not voiced by actor Rose Byrne this time. There’s additionally a reference to Paul Hogan’s notorious 1984 “throw one other shrimp on the barbie” line, additionally from a previous tourism marketing campaign.
Commerce Minister Don Farrell stated the brand new marketing campaign would assist enhance the economic system and is assured will probably be a “smash”, coming off the again of the success of the primary world “Come and Say G’Day” marketing campaign, which launched in 2022 and was created by advert company M&C Saatchi.
