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Tourism Australia has launched its first global campaign since 2016 with a new 9-minute hero film, Come and Say G’day.

The film, part of the A$40m Don’t Go Small. Go Australia campaign launched in February, features a new CGI ambassador, kangaroo Ruby, which is voiced by Australian actress Rose Byrne.

“Come and Say G’day is unashamedly and unmistakably Australian through the use of a globally recognisable icon in Ruby the kangaroo who goes on an adventure across the country to show all that Australia has to offer,” Tourism Australia managing director Phillipa Harrison said.

“After a challenging time around the world, our uplifting and joyful campaign will stand out in what is a highly competitive international tourism market.

“Another hero of the campaign is the remake of the Australian classic song Down Under by up-and-coming Australian band King Stingray, who sing in both English and Yolŋu Matha, an Indigenous language from Northeast Arnhem Land in the Northern Territory.”

Come and Say G’day premiered at a launch event in New York overnight and the global campaign features broadcast advertisements, print and out of home advertising, as well as social, digital, and content marketing initiatives.

Tourism Australia said it would also be further amplified by partnership activity with airlines, state tourism organisations and key distribution partners globally.

Alongside the launch event in New York, local in-market media and viewing events will occur in Tokyo, Singapore, Mumbai, Frankfurt, Berlin, Paris and London. 

Tourism Australia said Come and Say G’day is its first global campaign since 2016 and will run across key international markets from today, Thursday 20 October 2022.

M&C Saatchi Sydney is the creative agency and UM the media agency, with Poem and Ogilvy PR handling public relations. Come and Say G’day was directed by Australian Michael Gracey, who is best known for directing the film The Greatest Showman.

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