Tourism
Australia is the Australian Government agency responsible
for attracting international visitors to Australia,
both for leisure and business events. The organisation
is active in 15 key markets and activities include
advertising, PR and media programs, trade shows and
industry programs, consumer promotions, online communications
and consumer research.
News
Why
is Tourism Australia's 'Come and Say G'day' campaign
so good? - 16th November 2022
Video
Come
and Say G’day | TV Advert (60s) | Tourism Australia
By
Tayla Foster
Tourism
Australia is enticing international travellers from
around the world to visit Australia this summer with
help from a new brand ambassador.
Ruby,
the souvenir Kangaroo brought to life by actress and
Tourism Australia’s global ambassador Rose Byrne,
takes viewers on a journey around the wonders of the
Australian landscape and dives into its stupendous
hospitality.
The
campaign, Come and Say G’day, was directed by
Australian director Michael Gracey and produced by
FINCH . The goal was to capture the world’s imagination
with a global publicity and paid media launch strategy
that mirrors a major film release.
Tourism
Australia solicited the help of M&C Saatchi to
create the first major global campaign since 2016.
AdNews
spoke with Australian creatives to ask the question:
Why is the campaign so good?
Simon
Lee, chief creative officer & partner at The Hallway,
recognises the challenge in appealing to audiences
across culturally diverse markets, but commends Tourism
Australia on creative delivery.
Lee:
“Creating a campaign that appeals to audiences
across 15 culturally different markets is no mean
feat and I reckon the team behind this one - no doubt
under a lot of pressure and scrutiny - have done a
good job here.
"I’d
be lying if I said I’m bowled over by the idea
of using a CGI stuffed kangaroo to sell our great
- once sunburned, now waterlogged land, but I did
watch the full nine minutes of the ‘G’Day’
short film and was genuinely entertained.
“I
particularly enjoyed the not-so-magical American unicorn
and felt that Ruby the Roo’s forgiveness of her
friend’s flaws nods nicely to the warmth of our
national character. This warmth extends to Rose Bryne’s
delivery of the film’s call to action that I
found to be authentically touching. If I didn’t
live here, I reckon I’d come and visit.”
Tim
Brown, executive creative director at Enigma, said:
“Having worked on Tourism Australia I understand
the challenge to create campaigns that work across
multiple languages and different audiences. A character
makes sense. The work has a warmth and charm that
works well.”
Chad
Mackenzie, chief creative officer at whiteGREY, said:
“Another pretty epic film from Tourism Australia.
It’s a lot of fun and the script writing is bloody
clever. In fact, like most good animated films, the
writing is what keeps you engaged all 9 minutes. A
brilliant way of ticking off all the boxes needed
in a tourism spot.”
Sarah
Fischer Letts, head of content solutions, APAC at
TotallyAwesome, says that the campaign levels up in
terms of production value, talent and sweeping visuals.
The head of content solutions credits the use of leveraging
Australian icons to deliver the message that is, ‘Come
and Say G’day’.
Fischer
Letts: “There is a reason Australia is considered
second to only Hollywood for movie-making, as this
campaign levels up in every way; from the high production
quality visuals, sweeping landscapes, life-like CGI
imagery and starring international superstars Rose
Byrne, as Ruby the toy Roo and US fave, Will Arnett
as Louie the toy rainbow Unicorn, as the two leading
(CGI) stars.
“Leveraging
the insights of the power of the globally recognisable
icon - the Australian kangaroo – this campaign
is unique as it builds a story around this recognisable
symbol.
“Showcased
in a beautiful narrative short film (ostensibly a
9 minute ad that has already been viewed 19 millions
times!) - that cuts through the clutter of destination
marketing and appeals to a wide-ranging audience who
fall in love with these characters and are charmed
by their personalities underscored with the warm welcome
that is the signature Aussie way and counterbalanced
by the outsider – in this case Louie the Unicorn,
as they adventure together.”
Fischer
Letts revealed that she enjoyed being treated to an
experience where she was completely encapsulated and
taken on a journey.
She
said: “I love that at the heart of the campaign
is a short ‘buddy’ film where viewers go
on a journey, which to me speaks to the fact that
Australia is hard to encapsulate, it’s bigger
and bolder and there is so much to discover.
“The
30 second ads are really just teasers or a sneak peak,
acting like mini movie trailers that drive the viewer
to want to see more in the short film that showcases
a myriad of Australia’s most iconic and beloved
destinations weaved throughout a delightful story.
“Come
and say G’Day definitely wants me to explore
more and will no doubt have Australia on the International
traveller’s wishlist.”
