Robert Irwin stars in new Tourism Australia campaign to lure American visitors Down Under

7NEWS

18 hours ago

Robert Irwin is the new face of the latest Tourism Australia campaign.
Irwin will join a number of other celebrities bringing tourists Down Under, in adverts set to screen in the United States.
British chef Nigella Lawson will be used to lure UK tourists to Australia. Meanwhile, Sara Tendulkar, who is the daughter of cricket legend Sachin, will be used in adverts in India. other versions of the commercial will feature actor Yosh Yu in China, and comedian Abareru-kun in Japan.
In the hilarious advertisement, an American tourist loses his phone in the desert, only to then be rescued by Irwin.
'G'day mate, just going for a stroll?' Irwin says to the stranded tourist.
Clearly down on his luck, the tourist replies: 'An emu took my phone.'
'Well, we better go find it,' Irwin replies.
The pair then speed off across the sand dunes in a 4WD.
The American tourist describes Australia as 'another world', as he later recalls the experience in a bar.
This is the second instalment of Tourism Australia's global ad campaign, which builds on the 2022 tagline, 'Come and Say G'Day'.
The campaign is already hailed a success with consideration for Australian holidays surging 10 per cent in key markets, including flight searches, which leapt 22 per cent, according to Tourism Australia.
The marketing body is hoping to deliver more than 11 million international visitors to Oz by 2029.
Tourism Australia chief marketing officer Susan Coghill told The Australian the mini campaigns were a new approach to tailor a message to tourists in individual markets.
'We're going from one global ad that kind of runs everywhere to a much more modular approach, both with our talent and with our experiences,' Coghill told the publication.
'We're still going to be telling the one global campaign, 'Come and say G'day', but the key switch is we're going to take really great talent in key markets, people that have resonance, they have an audience and a profile, and importantly, they have a connection to Australia.'
On Monday, Sunrise reporter Georgia Cost spoke about the new campaign.
'I have to say I think my favourite is the one tailored to American visitors,' Costi said.
Costi spoke about the advertisement which will be played to American audiences.
'It shows an American tourist stuck in the desert, but that's OK because none other than Robert Irwin races to his rescue.
'They go on a wild ride to the desert in a four-wheel drive.'