The organisation has overhauled its global marketing strategy with a fresh campaign that emphasises cultural nuance and authentic local storytelling. By tailoring advertisements for the US, UK, China, India and Japan, the campaign seeks to foster stronger audience engagement and drive growth in overseas tourism.
This international push arrives as the tourism sector experiences a strong rebound, with visitor spending reaching $52.6 billion in the 12 months leading to March 2025. With a fragmented media landscape increasingly dominated by streaming services and user-generated content, Tourism Australia has shifted focus away from broad-based campaigns. Instead, it now tailors its messaging to better align with the interests and behaviours of distinct international audiences.
The current campaign, “Come And Say G’Day,” features well-known figures and animated mascots including Robert Irwin and Ruby the Kangaroo. These characters aim to strengthen emotional connections within each targeted market. Developed by advertising agency Accenture Song and subsidiary Droga5, the campaign breaks from past uniform efforts by aligning its storytelling with specific cultural preferences. Two of the five country campaigns have already launched and have delivered strong media coverage during this early stage.
This strategic pivot builds on a long history of memorable Australian tourism advertising. From Paul Hogan’s iconic ‘shrimp on the barbie’ ads in the 1980s, to Baz Luhrmann’s stylish Walkabout series and the much-discussed Dundee Super Bowl spoof, Tourism Australia has long known how to attract global attention. However, the latest approach is designed for modern audiences who are increasingly influenced by short-form video, streaming content and social media trends. Today, success relies not only on creativity but also on accurate audience targeting and a genuine tone.
