In an effort to entice tourists back to the nation in the wake of the pandemic, Tourism Australia has launched a new global advertising campaign using an animated CGI souvenir kangaroo.
Tourism Australia’sirst foreign campaign since 2016 is set to launch today (Thursday) in major global tourism markets with the slogan “Come and Say G’day”.
New television advertisements, print and billboard advertisements, as well as initiatives for social, digital, and content marketing, are all part of the multi-channel activity.
Partnership activities with airlines, state tourism organizations, and major global distribution partners will promote the campaign.
Prior to the debut of the global campaign, Ruby the CGI animated kangaroo has been spotted on billboards all around the world, according to Tourism Australia managing director Phillipa Harrison.
Added her: “‘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.
“After a challenging time around the world, our uplifting and joyful campaign will stand out in what is a highly competitive international tourism market.”
A toy unicorn named Louie joins Ruby, portrayed by Australian actress Rose Byrne, on her quest.
“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,” Harrison said.
An upcoming worldwide launch event in New York will feature the world premiere of the short film G’day, according to Tourism Australia Chief Marketing Officer Susan Coghill.
“The short film, directed by Michael Gracey, aims to create an emotional connection to Ruby the kangaroo, by establishing her backstory and setting her up to be a long-term Brand Ambassador for Tourism Australia,” she said.
Local events will also be held in Tokyo, Singapore, Mumbai, Frankfurt, Berlin, Paris, and London in addition to the global launch event in New York.
Photo credit to: https://www.perthnow.com.au/
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