Tourism Australia launches new global ad starring Robert Irwin, Nigella Lawson
Irwin, along with celebrity chef Nigella Lawson and the tourism board's animated mascot 'Ruby the Roo' appear in the next instalment of the campaign — which serves up a bunch of Aussie cliches while showing off the best of the country.
The $130 million campaign — which will be rolled out in five key markets — uses famous faces tailored to each destination as a hook to grab potential visitors.
For the UK, the use of British chef Lawson hopes to do the trick. Sara Tendulkar, who is the daughter of cricket legend Sachin, will be used in adverts in India.
Other variations of the commercial will feature Yosh Yu in China, and comedian Abareru-kun in Japan.
With plenty of 'G'day mates' and even a 'throw a shrimp on the barbie' catchphrase, the advertisement starts with a clueless American tourist who has lost his phone in the desert, only to be saved by Irwin in a 4WD.
'G'day mate, just going for a stroll?' Irwin says to the stranded tourist.
'An emu took my phone,' the defeated tourist replies on his hands and knees.
'Well, we better go find it,' Irwin says before the pair take off across the sand dunes.
The commercial then cuts to the tourist who relays the story at home to a bartender in the US, describing his adventure Down Under like visiting 'another world'.
The first instalment of the 'Come and Say G'Day' commercial rolled out in October 2022, with this next chapter hoping to expand on Australia's recovering international tourism figures — which are still not at pre-Covid levels.
Trade and Tourism Minister Don Farrell said the previous take in 2022 with the introduction of Ruby the Roo as well as famous faces like Irwin and Lawson will make the ad 'a smash'.
'Tourism is the lifeblood of so many communities right around the country and creates hundreds of thousands of jobs,' Minister Farrell said in a statement.
'Come and Say G'day is bringing more visitors to our shores, creating more jobs and growing our economy.'
Assistant Minister for Tourism Nita Green said the new chapter of 'Come and Say G'day' is 'energetic, funny and heartwarming'
'It highlights Australia's iconic places and the memories you can make by visiting them' she said.
'I can't wait to see the campaign launched across key markets, and bringing more visitors to every part of Australia.'
Tourism Australian Managing Director Phillipa Harrison said the point of difference with this campaign is the rollout of different famous faces to spearhead different markets around the globe.
'Traditionally tourism campaigns have leveraged one famous face across every market but for our latest campaign Ruby will be joined by well-known talent from five different markets to showcase personal lasting memories of a holiday to Australia,' Harrison said.
'These international stars combine with local talent, including Australian actor Thomas Weatherall and Ruby the Kangaroo, to create bespoke invitations for five markets that are tailored for each country to showcase the sort of tourism experiences travellers are looking for.'
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