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• Australia News

Tourism Australia launches new campaign

A new national tourism campaign will launch this week to bring international tourism back down under.

The ad will focus on iconic Australian locations like the Great Barrier Reef, Sydney Harbour Bridge and Uluru.

The campaign will feature the slogan 'Dont Go Small - Go Australia.'

Australia’s New Ad Campaign Spotlights Indigenous Peoples, Not Aussie Stars

Samantha Shankman, Skift

December 7th, 2022 at 1:00 AM EST

Australia has finally launched a new tourism campaign, and it's taking the much overdue steps of encouraging visitors to travel to lesser-known destinations and invest in local communities.

Tourism Australia’s new global campaign is, unlike its previous efforts, not focused on showcasing Australian celebrities . It’s instead addressing issues pertaining to overtourism and the country’s Indigenous communities through a film highlighting its attractions.

The $125 million campaign, created in collaboration with marketing agency M&C Saatchi, is a major part of the organization’s strategy to rebuild Australia’s tourism industry coming out of the pandemic, with inbound tourism still hitting only 34 percent of pre-Covid levels .

The film, titled G’day, stars a computer-generated kangaroo named Ruby voiced by Australian actress Rose Byrne and toy unicorn named Louie voiced by actor Will Arnett. It starts with Ruby stuck in a box — a nod to the restrictions that rendered many travelers unable to explore their backyards . Ruby and Louie then go on to explore Australia’s most popular tourist destinations, including the Great Barrier Reef, Sydney Opera House, downtown Melbourne, and the Uluru-Kata Tjuta National Park.

The video also touches on overtourism, a subject Skift has thoroughly examined in recent years. Australian authorities had expressed concerns, prior to the pandemic, that the country might be at risk of suffering from overtourism .

But the most powerful part of the video features an Indigenous Aboriginal whose people are native to the region surrounding Uluru, speaking in her local language. “The stories live through the people,” Ruby said. Indigenous tourism was growing exponentially in Australia pre-pandemic , with the number of indigenous cultural tourism visitors — defined as those who participate in at least one indigenous tourism activity during their trip — increasing on average 9 percent annually from 2013 to 2019.

And as countries seek to disperse tourism’s financial benefits to regions outside of major cities — such as Sydney and Melbourne, both featured in the video — industry executives need to plan intelligently to ensure that money is invested back into the communities tourists travel so far to see.

“This global tourism campaign is a critical step to rebuilding our visitor economy and supporting our tourism industry, which has been through the most challenging period in recent years,” Australia’s tourism minister Don Farrell said about the campaign, which also includes a 60-second TV commercial and advertisements in print.

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Tags: australia , destination marketing , marketing , marketing strategy , overtourism , tourism campaigns , tourism marketing

Photo credit: Uluru is featured prominently in Australia's latest tourism campaign. Tourism Australia

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Fun, effective or ‘very bland’? Advertising experts split on Australia’s tourism mascot Ruby the Roo

Some say the CGI kangaroo ‘looks fantastic’ and will cut through internationally, but critics believe Tourism Australia could have aimed higher

• Australia unveils new tourism ambassador Ruby the Roo
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Very bland or a bit of much-needed fun? Advertising experts are divided on Tourism Australia’s first unofficial brand ambassador since the pandemic, disputing whether the computer-generated kangaroo at the centre of the ads could help revive the country’s ailing international tourism sector.

Andrew Hughes, a marketing lecturer at the Australian National University, said a bigger splash was needed to encourage international tourists to fork out the cash for a visit to Australia.

Ruby the Roo , a cartoon creature voiced by the Australian actor Rose Byrne, was unveiled to the world on a major digital billboard in Tokyo on Tuesday.

The kangaroo and her tagline “Come and say ‘G’day” are part of the next instalment of Tourism Australia’s There’s Nothing Like Australia brand platform, its first global campaign since 2016.

“Nearly all successful global [Tourism Australia] campaigns have had global celebrities,” Hughes said, citing Chris Hemsworth’s 2018 Super Bowl advert and Paul Hogan’s much-loved “shrimp on the barbie” moment.

“Travel figures are down 50% in the US market, you don’t just have to get the awareness up, you’ve got to get interest.”

Hughes said he would have opted for a story campaign that wove a more complex narrative to sustain attention.

“If you just have Ruby the Roo and leave it at that … I’m going to put myself in the very bland corner,” he said.

“What’s the campaign about, really? It seems to run true to form from previous campaigns that just use stereotypes. The audience is more mature.”

Nathan Hodges, managing director at marketing consulting company TrinityP3, said Australians might have a “right old poke” at Ruby for failing to reflect how they saw themselves.

But he said the CGI kangaroo “looks fantastic” and was likely to cut through to an international audience.

“We have this collective madness every time these campaigns turn up,” he said.

“It’s not aimed at anyone in Australia or any of the advertising marketing experts in Australia. It’s not a mirror to us, it’s aimed at getting people here.

“There’s advertising that makes Australia feel good but there’s also advertising that works. It’s not about representing our country – we have ambassadors and politicians to do that.”

Hodges said the campaign “carries through a lot of messages already latent around Australia”.

“We have kangaroos, we’re friendly and it’s telling us ‘why don’t you come on down and have a bit of fun?’”

Dee Madigan, a creative director and a panellist on the ABC’s Gruen Transfer, agreed.

“I really like it,” she said. “I think we’ve disappeared too far up our backside in some of our overseas ads – they’ve been too highbrow.

“This is just fun and people are looking for fun. We’ve wanted to talk about everything else but the things people want to see – which is kangaroos, the harbour bridge – why not lead on our best foot?”

Madigan said the buoyant optimism of the campaign was a “smart” move as tourists emerged from the pandemic, particularly as its message could be translated without audio and capture a bilingual audience.

“Nothing gets lost in translation,” she said.

“Campaigns like ‘ where the bloody hell are you? ’ were only going to work on Australian audiences. Overseas tourists think we say ‘G’day’. Maybe we do, maybe we don’t, it doesn’t matter.”

Meanwhile, kangaroo advocates have lashed out at Tourism Australia for using the national icon to drum up tourism amid concerns about the commercial killing of kangaroos.

The former Australian Test cricketer Jason Gillespie, who is an ambassador for the advocacy group Kangaroos Alive, said it was hypocritical for Ruby the Roo to be touted on billboards around the world after revelations of the species’ treatment.

A New South Wales parliamentary report into the management of the commercial kangaroo industry found evidence there was inadequate monitoring of how the animals were culled, and recommended greater transparency of management practices.

“Tourism Australia even said we’re so lucky to have a globally recognisable and adorable icon in the kangaroo,” Gillespie said.

“We need to learn to value these international icons and acknowledge that they are worth much more to Australia alive. Our tourist industry relies on them.”

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Home » News » Qantas and Tourism Australia team up for stunning new ad

Qantas and Tourism Australia team up for stunning new ad

Qantas has partnered with Tourism Australia for its new video in the ‘Come and Say G’day’ campaign to promote this beautiful country of ours.

The new video, which features Tourism Australia’s CGI animated souvenir kangaroo and star of the show, Ruby the Roo, went live on Wednesday and showcases travelling with Qantas and the vast array of destinations that tourists come to Australia for.

Qantas Group CMO Petra Perry said the partnership showcases how to plan and book trips to Australia with Qantas and encourages international visitors to discover regional centres as well as its major gateway cities.

“Qantas is proud to be the airline partner for Tourism Australia’s Come and Say G’day campaign,” Perry said.

“In addition to driving inbound visitation, the campaign is building awareness that international tourists can easily travel directly to Australia and explore over 65 destinations across the country when they choose to fly with Qantas.”

The campaign invites travellers to visit remote regions and tourist hotspots alongside the various sprawling metropolises around Australia.

Tourism Australia will work with Qantas in 10 international markets, including the UK, US, Canada, Italy, Japan, South Korea and New Zealand and the film will be shown as part of Qantas’s inflight entertainment globally.

This is the latest edition in the ‘Come and Say G’day’ campaign that launched in October to industry-wide acclaim.

Check out our two part interview with Tourism Australia’s CMO Susan Coghill about the inspiration for the campaign.

Email the Travel Weekly team at [email protected]

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• Australian Holidays

Hamish Blake and Zoe Foster Blake spruik ‘big’ holidays in new Tourism Australia campaign

Australia’s favourite duo Hamish Blake and Zoe Foster Blake have starred in a new ad that spruiks Aussie holidays in a very “big” way.

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If you’re going to see Australia, you need to see it in a big way.

That’s the message from comedian Hamish Blake and his wife Zoe Foster Blake who have teamed up again with Tourism Australia for a new campaign that urges Aussies to plan a “big” extended escape to bring some love back to the regions around Australia.

From beach-hopping to bush-bashing, Australian’s backyard really does have it all.

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In their new ad, which is part of Tourism Australia’s Holiday Here This Year campaign, the couple showcases some of the “big” ticket items Australia has to offer for a domestic getaway.

While Tourism Australia has found domestic travellers have been shunning cities in favour of regional areas due to health and safety concerns, there has been a surge in shorter, more frequent, trips rather than traditional month-long getaways typically reserved for European summer holidays.

Couple visit incredible spots for ad campaign

The new $9 million ad campaign features the popular duo exploring some of Australia’s most scenic spots, including the Great Barrier Reef in Queensland, the Otways in Victoria, and WA’s Purnululu National Park in the Kimberleys.

“Making this was complete stuff of dreams,” Foster Blake said on her Instagram alongside the new ad.

“My husband and I are the luckiest pigs in Australia getting to shoot (together!) at these breathtaking locations – places we’d always dreamed of visiting … but “never made the time.”

“If you’ve been thinking about – or putting off – a trip to one of Australia’s many epic spots, well, this is your year.”

Trade, Tourism and Investment Minister Dan Tehan said the new campaign will hopefully encourage Australians to travel more “further afield”.

“Australians typically spend more overseas than foreign tourists spend in Australia, so we want Australians to treat their domestic holiday this year like an overseas trip,” Mr Tehan said.

“The net impact of Australian tourist spending in Australia was a positive benefit to the economy of around $7.5 billion in the December quarter; and in 2019, holidays of five nights or longer contributed $31.8 billion to the economy.”

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Tourism Tasmania unveils 2024 'Off Season' via BMF

Creative Agency: BMF Media Agency: Starcom

A series of winter ‘heroes’ set against backdrops of unique Tasmanian experiences.

This year’s Off Season features a series of winter ‘heroes’ set against backdrops of unique Tasmanian experiences.

The campaign leads with a 60 second film directed by Kyra Bartley, showing the stage-by-stage transformation from regular Australian to full-blown winter holiday enthusiast.

In Tasmania, the Off Season represents a large-scale collaboration with the local tourism industry to collectively change the way Australians view a winter holiday.

More than 400 businesses from around the island offer special ‘wintery’ experiences exclusive to the cooler months, that feature as part of the overall campaign.

From mushroom picking in abandoned railway tunnels, floating on iconic lakes in century old timber kayaks, to live music in underground caves – the Off Season shows how Tasmania does winter like nowhere else.

Tourism Tasmania CMO Lindene Cleary said winter is when Tasmania is most different to the mainland.

"Building on our highly successful Off Season for the fourth year, we’re aiming to grow our seasonal demand by inviting Australians to become winter people," she said.

"In partnership with our tourism industry, the Off Season is fast becoming a must do holiday experience; one that is unlike other winter destinations.”

With creative driven by BMF, this year’s Off Season campaign is Tourism Tasmania’s biggest ever advertising investment in winter, and the first time it will feature a 30 and 60 second video.

BMF creative director Rees Steel said tropical holidays are for quitters.

"This Off Season, we wanted to show just how rewarding winter in Tasmania can be, even if you have to earn that fun a little. As a reformed lizard person myself, I can vouch that nothing is as life affirming as an ocean swim that close to Antarctica," he said.

"Hopefully we can turn a few more mainlanders into winter people too.”

Tourism Tasmania partnered with Starcom to deliver media buy, with campaign appearing across a wide range of platforms including TV, Cinema, OOH, online video, social and audio.

Starcom business director Mina Savjak said this year the agency is excited to introduce new channels and executions to the already iconic Off Season Campaign.

"We will be going to market with a total Screens campaign extending for the first time to FTA TV to enable storytelling at scale and connect travellers emotionally to Tasmania," said Savjak.

"Our Outdoor campaigns have been some of the most talked about in market and once again we are driving innovation in this space, this time with UV printing. We are utilising this technology for the first time on Large format billboards for additional cut through and sensory immersion”.

The Off Season is in market across Australia until July 31, with Off Season offers available on the ground in Tasmania between May and August 2024.

Client: Tourism Tasmania

Creative Agency BMF

Film production Director: Kyra Bartley

Production Company: FINCH

Stills and Motion production

Production Company: ARTBOXBLACK

Photographer: Jo Duck

DoP: Jack Birtles

Media Agency Starcom

Digital Agency Orchard

PR Agency Havas Red

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Tourism Western Australia hands The Brand Agency creative services contract

Tourism Western Australia has given its five-year creative services contract to The Brand Agency to perpetuate the Walking On A Dream brand.

The announcement:

Tourism Western Australia has awarded The Brand Agency its new Creative Services contract to continue bringing Walking On A Dream to the world. The contract was awarded effective 20 March 2024 and will be in place for up to five years. Tourism WA and The Brand Agency worked together to launch the highly successful Walking On A Dream destination brand for Western Australia in September 2022. Since the new brand launch in September 2022, annual visitor spend in Western Australia increased by around 36 per cent from $12.27 billion to $17.7 billion in December 2023. In November 2023, Tourism WA and The Brand Agency were nominated for an ARIA Music Award for Best Use of an Australian Recording in an Advertisement category after Empire Of The Sun rerecorded their hit single “Walking On A Dream” to support the brand. Tourism WA managing director Carolyn Turnbull said she was delighted to continue the agency’s partnership with The Brand Agency following the success of the destination brand. “Walking On A Dream has been truly embraced by the tourism industry in Western Australia, so we will be proud to again work in partnership with The Brand Agency to continue to deliver this inspiring and unified brand and bring even more visitors to Western Australia, the Dream State. “The Brand Agency will strengthen Western Australia’s global brand to drive awareness, consideration, and conversion, and help us achieve our vision for Western Australia to be recognised as a world class destination, immersing people in our unique cultures, communities and environment.” Walking On A Dream has launched across major global cities including London, New York, Singapore, and Tokyo and will continue to be the global brand platform for the next five years. The Brand Agency business director Brendon Lewis said working with Tourism WA on the development and global rollout of Walking On A Dream has been an incredible experience for everyone at the agency. “Knowing we can continue to evolve the brand is exciting, we can’t wait to see where we take it. We thank Tourism WA for their confidence in us as we continue this very important work for the tourism industry in Western Australia.”

Source: Tourism Western Australia

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