Tourism Australia and M&C Saatchi have launched a new campaign, Come and Say G’day, their first global campaign since 2016.

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.”

Well, the first part of the statement is correct. The second is yet to be proven. Keep your eye on the news for the debates.

The campaign introduces new brand ambassador, Ruby, a souvenir kangaroo who is brought to life with CGI animation and voiced by Australian actress and Tourism Australia’s global ambassador, Rose Byrne.

The hero commercial, G’Day, was directed by Australian director, Michael Gracey (The Greatest Showman) and produced by FINCH. It 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, and their adventure around Australia.

Ruby will appear across a range of new campaign assets including TVCs (60-, 30- and 15-second), print, social and digital creative elements, including 3D billboards and high-impact OOH, across 15 key markets.

Tourism Australia’s chief marketing officer, Susan Coghill, commented, “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.

“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.”

Australia’s Aboriginal and Torres Strait Islander cultures feature prominently in the campaign, with a number of Indigenous Australian languages shared with audiences. A fresh new cover of Men At Work’s classic Aussie song, Down Under, was produced in collaboration with the band’s Colin Hay for the campaign. It is performed 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.

The global launch event was held in New York. Local in-market media and viewing events will occur in Tokyo, Singapore, Mumbai, Frankfurt, Berlin, Paris and London.