M&C Saatchi & Tourism Australia have been quick to capitalise on the extra interest in Australia generated by the Lionesses win over the Matildas in the Women’s World Cup semi-final in Sydney on Wednesday evening. The partners have sent a congratulatory message to England, At least our holidays are unbeatable. Well done England.

The digital creative appeared on bus shelters in England shortly after the game and continues the global Come and Say G’day’

The carpe diem builds on Tourism Australia’s recent Holiday Highlights campaign, which featured in key international tourism markets participating in the World Cup, including the United Kingdom, United States, Canada, Germany, Japan and South Korea.

Susan Coghill, chief marketing officer, Tourism Australia, stated, “Even though the result did not go Australia’s way on Wednesday night we still wanted to harness the important cultural moment the match presented. We built up the clash in the morning papers in the UK, with bespoke creative, and when the final whistle blew, our out of home creative congratulating England went live.

“We wish England all the best in the final on Sunday and hope that, regardless of the result, UK travellers decide to Come and Say G’day.”