Tourism Australia has packed the second chapter of Come and say G’day with celebs the world’s tourism targets watching – Australian wildlife conservationist, Robert Irwin, in the US; food writer and TV cook, Nigella Lawson, in the UK; actor, Yosh Yu, in China; entrepreneur and philanthropist, Sara Tendulkar, in India; and media personality and comedian, Abareru-kun, in Japan – plus brand amabassador, Ruby the Souvenir Kangaroo in a series of localised creative executions encouraging travellers to plan and book an Australian holiday. Each execution is an invitation tailored for its own country to show the sort of tourism experiences travellers are looking for.
The campaign was created by Droga5, part of Accenture Song, with director Stefan Hunt and creative consultant, Mark Molloy, from Exit, and will run in key international tourism markets around the world.
Minister for Trade and Tourism, senator the Hon Don Farrell, stated, “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. I know this iteration, featuring popular talent like Robert Irwin, will be a smash. Tourism is the lifeblood of so many communities right around the country and creates hundreds of thousands of jobs. Come and say G’day is bringing more visitors to our shores, creating more jobs and growing our economy.”
Tourism numbers are growing, with visitor expenditure in the 12 months to March 2025 reaching a record $52.6 billion. According to Tourism Research Australia, the number of international arrivals is expected to reach a record 10 million in 2026 and grow to 11.8 million in 2029.
Tourism Australia managing director, Phillipa Harrison, added, “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. This campaign is part of the enormous body of work Tourism Australia does in key markets around the world and is backed up by a whole range of programs that helps our Australian tourism industry grow their international business. With competition for the international tourism dollar greater than ever before, we are confident this second chapter of Come and say G’day will ensure Australia continues to remain front of mind for travellers looking to plan and book their next holiday.”
The new work builds on the global campaign which has been in key markets around the world since October 2022. In that time, consideration for an Australian holiday has increase by 10% in the US, UK and China; flight searches for Australia jump by 22%; and more first-time arrivals to Australia from travellers in key markets.”
Tourism Australia chief marketing officer, Susan Coghill, commented, “With Ruby the Souvenir Kangaroo now firmly established as the star of our global Come and say G’day campaign, we’re taking an innovative, market-first approach by partnering with local talent to drive destination appeal. This is the first time we’ve strategically leveraged market-specific talent in a campaign to truly connect with travellers across our key markets – the US, UK, China, India and Japan. We believe this powerful blend of beloved characters, compelling local talent, authentic storytelling, and experiences that match what travellers are seeking will inspire international visitors to book that once-in-a-lifetime Australian adventure.”
The campaign will be rolled out in key tourism markets with event launches and activations timed to align with key booking periods in 2025. The first launch will take place in China later this week; followed by India in late August; the US, UK, Japan and Germany in September and South Korea in November.
Aussie expat, David Droga, CEO Accenture Song, stated, “As an Australian living abroad, it is both a privilege and a deep responsibility to help invite the world back home. What makes it even more meaningful is seeing so many of the world’s top Australian talents, scattered across the globe and within our Droga5 network, come together to shape the next chapter of Come and say G’day. A few honorary Aussies managed to slip into the assignment once they caught wind of the opportunity. This is more than a campaign, it is a warm and timely welcome to the world.”
Mark Green, Global CEO of Droga5, added, “We’re proud of our latest campaign for Tourism Australia led by Droga5 ANZ, and feel honoured to partner with such an important client, led by an exceptional team deeply committed to promoting Australia on a global stage. It’s a privilege and responsibility we share and take very seriously, bringing the best of Australia to the world.”
Droga5 ANZ and Accenture Song won the Tourism Australia creative and digital account last year, with an initial three-year contract and options for two further one-year extensions.
Credits:
Creative Strategy & Campaign Development: Droga5 Sydney
Production Company: Exit Films
Director: Stefan Hunt
Creative Consultant: Mark Molloy
Local Market Extensions: Led by local Accenture Song agencies
Media Planning & Buying: UM
