Tourism Australia gets cute and serious in latest destination marketing

A fresh brand ambassador and an increased focus on Indigenous culture have been used as marketing tools in the latest issue of Tourism Australia Come and say G’day campaign, the country’s first global campaign since 2016.

Brand ambassador Ruby the CGI-animated kangaroo (voiced by Australian actress Rose Byrne) and her toy unicorn Louie (voiced by Will Arnett), which will be available in all major international markets of Tourism Australia from 20 October take center stage and bring travelers on an adventure around Australia and its famous attractions.

Come and Say G’day follows Ruby the kangaroo on her journey through Australia

“Using a CGI character as a brand ambassador was a conscious move on our part to break the clutter of destination marketing. As an animated character, Ruby is versatile, able to live across all marketing platforms and channels and in all languages,” said Brent Anderson, Regional General Manager for South & South East Asia, Tourism Australia.

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Such fresh marketing campaigns help Tourism Australia “keep up with changing tastes and consumer demands”.

He added: “Ensuring a regular pipeline of creative and compelling campaigns is crucial to keeping Australia in the top-of-mind of travelers worldwide. Our efforts are not only focused on destination marketing, but also on conversion.”

Anderson also announced that South and Southeast Asia will play a key role in Australia’s tourism recovery, with four of the top ten origin countries for August 2022 being from the region. Outbound travelers from India to Australia are second with 183,000, Singapore fourth with 173,000, while Indonesia and Malaysia are seventh and ninth.

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“For Singapore, the desire to travel became particularly evident during the NATAS Travel Fair in August, one of the first major travel fairs in three years. Aside from better-than-expected turnout, consumers were also willing to pay more despite price hikes on airfares and travel packages. According to our key trading partners who attended the show, Australia was among the top 5 destinations, including Europe, Japan, (South) Korea and Turkey.”

When asked why there was a greater focus on Indigenous tourism experiences in this particular campaign, Anderson shared that the segment is “growing” and is an “immersive experience” sought by today’s conscious traveler.

“Prior to the pandemic in 2019, around 1.4 million international visitors attended an Indigenous tourism experience in Australia, a year-on-year increase of six per cent since 2010. Our stories about Aboriginal and Torres Strait Islander people are rich and varied and have the potential to be a differentiator and competitive advantage for Australian tourism,” he said.

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Anderson noted that markets like Singapore are more aware and receptive to Australia’s sustainable tourism products.

There are currently more than 500 tourism experiences ranging from accommodation to tours that are committed to sustainability. Travelers to Australia can also make a direct contribution to the conservation of the country’s natural resources, e.g. B. through citizen science programs where they can participate in activities related to wildlife monitoring, coral reforestation, and flora and fauna regeneration.


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