The campaign reflects a fresh approach to destination marketing, focusing on customised content and cultural relevance for each target market while maintaining a unified brand message. This strategy has already delivered more than $56 million in earned media across just two international regions in the first three weeks, placing Australia prominently in global travel considerations.
This initiative builds on the “Come & Say G’Day” series, first launched in late 2022. Unlike past one-size-fits-all iterations, the current version caters to local preferences by featuring well-known personalities in five key markets such as the UK, US, China, Japan and India. At the same time, it preserves brand consistency through the ongoing use of Ruby the kangaroo and the nostalgic original tagline. By balancing global and local narratives, the campaign creates an emotional connection with potential travellers, making the idea of an Australian holiday feel both personal and aspirational.
Pre-launch testing showed the campaign ranked within the top 1% of advertisements for effectiveness. Within its first three weeks, this performance led to measurable outcomes, including double-digit increases in interest from potential visitors and a 22% rise in flight searches to Australia during a previous campaign phase. These early results suggest that the localised approach may further elevate Australia's position on travellers’ destination lists.
Campaign executives highlight the importance of familiarity in influencing travel preferences. Local celebrities help audiences imagine themselves in Australian settings, increasing their likelihood of making a booking. The combination of well-known personalities, immersive storytelling and Australia's natural beauty enhances emotional engagement in a way that broader campaigns have not achieved.
What sets this campaign apart is not only its format but its long-term strategy. Tourism Australia is moving away from one-off, high-profile efforts that are updated every few years. Instead, it is building a consistent and recognisable brand identity that relies on memory, emotion and repetition across both digital and traditional platforms. This continuous presence includes updated social media tactics and ongoing brand collaborations, helping to keep Australia visible in a crowded content environment.
Tourism operators have welcomed the change. Industry feedback reflects broad support for the strategy, recognising its success in addressing global markets while respecting local preferences. The combination is helping Australia stand out at a time when travellers face increasing choices and content fatigue.
