Tourism Australia’s ‘Come and Say G’Day’ launches in China with new assets

Tourism Australia has launched a tailored version of its global ‘Come and Say G’Day’ campaign in China, Australia’s largest inbound tourism market.

Launched globally in October last year, via M&C Saatchi, the new version features brand ambassador Ruby, the souvenir kangaroo, in a new series of creative assets designed to resonate with the Chinese audience.

Tourism Australia managing director, Phillipa Harrison, said with aviation capacity recovering between China and Australia, now was the right time to launch.

“Tourism Australia has remained active in China over the past few years to keep the dream of an Australia holiday alive and we launched a tactical campaign, ‘Don’t Go Small, Go Australia’ shortly after travel from China resumed,” Harrison said.

“We delayed our global campaign until aviation capacity between China and Australia could meet the demand. With the capacity returning to more than 50 per cent of 2019 levels this month, we believe now is the right time to invite Chinese travellers to ‘Come and Say G’Day’.

“Ruby the souvenir kangaroo is already proving to be a success in other key tourism markets around the world, with 59 per cent of those who have viewed the campaign saying it has made them more likely to take a holiday to Australia,” she continued.

“Given this success, we are confident Ruby will be very popular in China as well.”

Susan Coghill, Tourism Australia’s chief marketing officer, said the tailored approach to the campaign “perfectly aligns with our vision for Ruby, allowing us to adapt her to different markets and cultural moments without the need for significant additional production”.

Tourism Australia will work with several partners in China as part of the campaign including, airlines and key distribution partners such as retailers, wholesalers and online travel agents.

In October, the company released the full TVC for the global campaign, while in January, it partnered with Qantas, to extend the brand platform.


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