Tourism Australia:

Come and Say G’Day

With the broad-based easing of travel restrictions, Tourism Australia launched a new global brand campaign designed to build back the Australian tourism visitor economy and promote Australia as a travel destination. As part of the new 'Come and Say G'day' campaign, they launched a nine-minute animated film, 'G'day', introducing the world to two CGI animated characters, Ruby, a souvenir kangaroo voiced by Australian actor and new global ambassador Rose Byrne as well as Louie, a toy unicorn.

With the roll-out of their multi-channel mass awareness campaign, Tourism Australia partnered with NBCUniversal to mirror a launch strategy of a major film release and increase consideration of Australia as an ideal travel destination amongst international affluent and leisure travellers. To better engage audiences, Tourism Australia also wanted to showcase the warmth and humour of Australians while highlighting the country's cultural nuances in a positive light, via their new global brand ambassador, Rose Byrne.