Tourism Australia launches World Cup-inspired spots in international markets

Ruby the souvenir kangaroo returns as Tourism Australia launches a special edition of its ‘Come and Say G’Day’ campaign for international markets participating in the FIFA Women’s World Cup, via M&C Saatchi.

The ‘Holiday Highlights’ campaign aims to show Australia’s travel destinations and experiences in a deeper and unique way.

In the new spots, Ruby the souvenir kangaroo acts as a sports commentator, reporting on Australia’s travel destinations. It also features rising stars from Queensland Indigenous Football’s young women’s team.

Minister for Trade and Tourism, Don Farrell, said the new campaign is a chance to highlight Australia’s offerings while the global spotlight is on the country.

“With the world’s attention turning to Australia throughout the FIFA Women’s World Cup, it is a perfect moment to showcase Australia and invite international travellers to come and experience our amazing country,” he said.

“The ‘Holiday Highlights’ campaign will be seen in key Tourism Australia markets of countries competing in the tournament, including the United Kingdom, United States, Canada, Germany, Japan and South Korea.”

Managing director of Tourism Australia, Phillipa Harrison, said the first Southern Hemisphere world cup being held in Australia comes at an important time.

“This tournament comes at a crucial time, with Australia’s tourism industry steadily rebuilding from the impacts of the global pandemic, and we hope the ‘Holiday Highlights’ campaign inspires football fans to visit Australia after the final whistle has blown.”

Tourism Australia’s brand ambassador, Ruby the souvenir kangaroo

Tourism Australia’s CMO, Susan Coghill, added: “Once again using a distinctive character like Ruby, and recognisable destinations like Bondi Beach and the Great Barrier Reef, the campaign will remind consumers what they already know and love about Australia, whilst also extending a warm invitation to visit.”

In October, the ‘Come and Say G’Day’ campaign launched, introducing Ruby to 15 key international markets. Earlier this month, it a tailored version launched in China, where the campaign had new creative assets that resonated with the Chinese audience.

Other assets:

15″ Holiday Highlights spot


Creative strategy and campaign development: M&C Saatchi Sydney

Media planning and buying of all paid activity: UM


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