[ad_1]
Tourism Australia has launched the full 60-second TVC for its new $125 million global campaign, ‘Come and say G’day’, featuring Rose Byrne and Will Arnett, via its creative agency M&C Saatchi in an attempt to lure travellers back to local shores.
This is the first global campaign in six years and is set to go live in international markets tomorrow as part of the wider ‘There’s nothing like Australia’ brand platform
The campaign features a CGI souvenir Kangaroo, Ruby (voiced by Rose Byrne) as well as a toy unicorn, Louie (voiced by Will Arnett) tour some of Australia’s most iconic locations, displaying the various holiday destinations international tourists can visit.
Chief marketing officer of Tourism Australia, Susan Coghill told Mumbrella that following international tourism competition heating up “we just need to continue to innovate and be more and more creative to get cut through with consumers”. a
ADVERTISEMENT
“And then also so that our really important trade partners around the world also keep Australia top of mind, and as a priority for them to be promoting to customers.”
After the teaser last week received some criticism domestically, Coghill defended the strategy of introducing Ruby and Louie as the new brand ambassadors.
“We know that our consumers in market are engaging with this. We know that things like animals and believe it or not, animated characters actually do pull through as very strong devices. We know the interaction between the two characters is working really well, and they come back saying the potential for turning them into longer-term brand characters is really high.”
“As much as I know that in Australia we have 25 million stakeholders with an opinion, the best thing I could do really is also to focus on our international high-yielding travelers who we need to get to come to Australia and ultimately spend, because that is what helps our tourism industry, which helps the economies around them and our national…
..
[ad_2]
