The Sequel Ingredient: How Cycles of Salience Helped Take Tourism Australia to the Next Level

Date: 28 August 2025

The challenge with being a destination Down Under is that outside of some tourism campaigns and the odd movie or TV show, the cultural visibility of Australia in other regions is limited. Battling against destinations that are so hot right now is no easy feat, but Tourism Australia is generating its own hype cycle with its new Come and Say G’day campaign. Upping the ante in each of its key markets, Tourism Australia has infused local-market insights, traveller stories, local PR and social thinking into the already highly effective Come and Say G’day platform, generating market salience well beyond the limits of a finite media budget.