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Canada News.Net
5 days ago
- Business
- Canada News.Net
Australia launches $130 million global campaign to boost tourism
Canberra [Australia], August 4 (ANI): The Australian Government will soon launch a new $130 million campaign aimed at encouraging international travellers to plan and book an Australian holiday. First seen in a teaser campaign launched by Prime Minister Anthony Albanese during his recent visit to China, the second chapter of Tourism Australia's successful Come and Say G'day campaign will go live in China on August 7. The new advertising creative will progressively roll out in other key international markets before the end of the year. In the new TV and online video advertisements, brand ambassador Ruby the Roo will be joined by talent well-known to audiences in the United States, United Kingdom, China, India, and Japan. Australian wildlife conservationist Robert Irwin will feature in the campaign in the US, food writer and TV cook Nigella Lawson in the UK, actor Yosh Yu in China, wellness advocate Sara Tendulkar in India, and comedian Abareru-kun in Japan. Australian actor Thomas Weatherall will also feature in the new advertising creative. The second chapter of Come and Say G'day builds on the global campaign which launched in October 2022. In that time, the warm and welcoming creative featuring Ruby the Roo has increased consideration for an Australian holiday. The Australian tourism industry has been growing since the resumption of global travel. The number of international arrivals is expected to reach a record 10 million in 2026, growing to 11.8 million in 2029. This campaign, which will run for the next two years, will take the total investment by the Federal Government in Come and Say G'day to $255 million since 2022. For every dollar the Government invests in tourism attraction, there is a $14 return, which helps support more than 700,000 jobs and 360,000 businesses. The Albanese Government says it is supporting the industry to continue building and setting new records. A compilation of the five new TV commercials and the full US and China ads has been made available. 'The previous campaign struck a chord with visitors, with Ruby the Roo bounding into the imagination of countless guests, encouraging them to book a holiday down under. I know this iteration, featuring popular talent like Robert Irwin, will be a smash. Tourism is the lifeblood of so many communities right around the country and creates hundreds of thousands of jobs. Come and Say G'day is bringing more visitors to our shores, creating more jobs and growing our economy,' said Trade and Tourism Minister Don Farrell. 'Supporting our tourism industry means supporting the jobs in Australia that rely on it. This next chapter of Come and Say G'day will do just that. It's energetic, funny and heart-warming, and highlights Australia's iconic places and the memories you can make but visiting them. I can't wait to see the campaign launched across key markets, and bringing more visitors to every part of Australia,' said Assistant Minister for Tourism Nita Green. '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,' said Tourism Australia Managing Director Phillipa Harrison. The new campaign features Australian wildlife conservationist Robert Irwin in the US; food writer and TV cook Nigella Lawson in the UK; actor Yosh Yu in China; entrepreneur and philanthropist Sara Tendulkar in India; and media personality and comedian Abareru-kun in Japan. 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. This campaign is part of the enormous body of work Tourism Australia does in key markets around the world and is backed up by a whole range of programs that helps our Australian tourism industry grow their international business. With competition for the international tourism dollar greater than ever before, we are confident this second chapter of Come and Say G'day will ensure Australia continues to remain front of mind for travellers looking to plan and book their next holiday,' Harrison added. (ANI)
Herald Sun
5 days ago
- Business
- Herald Sun
Tourism Australia unveils $130m campaign with a focus on China
Don't miss out on the headlines from Breaking News. Followed categories will be added to My News. Tourism Australia is launching a $130m campaign to lure in more cash-splashing holiday-makers from abroad, with China's exploding middle class top of mind. Ads unveiled by Tourism Australia on Monday offered a glimpse of how the government agency planned to target would-be vacationers from the US, UK, China, India and Japan. In the pitch to Americans, Robert Irwin gives an American traveller the ride of his life in a Toyota LandCruiser through steep sand dunes. Mr Irwin also features in a Chinese-language ad alongside Yu Shi – a young A-list actor leading an explosive career since his 2023 breakout role in a major Chinese epic fantasy franchise. Anthony Albanese gave a first look at the campaign while on his lengthy state visit to China last month. Making up some 860,000 visits, visitors from the country splashed a whopping $9.2bn in the 12 months to March, according to official figures. Both the number of visits and the amount spent were up on March 2024 figures by 26 per cent and 28 per cent respectively. Still reeling from the Covid-19 pandemic and blindsided by devastating natural disasters in recent years, Australia's tourism industry welcomes the trend. While in China, the Prime Minister made no secret that he was hoping to reframe Australia's relationship with Beijing in friendlier terms and shed the spectre of an increasingly militaristic regional rivalry. Though, despite his efforts to escape defence and security concerns, little has changed since his return, with the Trump administration driving uncertainty around AUKUS. The Albanese government has been keen to highlight that other countries are being targeted with the Come and Say G'day campaign. Celebrity chef Nigella Lawson featured in the UK ad, while wellness influencer Sara Tendulkar and comedian Abareru-kun appealed to audiences in India and Japan. All ads featured a chipper Ruby the Roo – an animated kangaroo eagerly urging travellers to 'come and say g'day'. 'The previous campaign struck a chord with visitors, with Ruby the Roo bounding into the imagination of countless guests, encouraging them to book a holiday Down Under,' Trade and Tourism Minister Don Farrell said. 'I know this iteration, featuring popular talent like Robert Irwin, will be a smash. 'Tourism is the lifeblood of so many communities right around the country and creates hundreds of thousands of jobs. 'Come and Say G'day is bringing more visitors to our shores, creating more jobs and growing our economy.' Originally published as Tourism Australia unveils $130m campaign with a focus on China
The Advertiser
5 days ago
- Business
- The Advertiser
Overseas stars lure tourists Down Under in new push
Australian celebrity Robert Irwin, English television cook Nigella Lawson and other international stars are tempting tourists to the land Down Under. Shots of these celebrities set against iconic Australian landscapes are part of the federal government's newest tourism push to attract travellers from five countries. Advertisements featuring Chinese actor Yosh Yu, Ms Lawson and Japanese comedian Abareru-kun will air in their home countries, while Steve Irwin's son will become the face of the American campaign and wellness advocate Sara Tendulkar will star in ads broadcast in India. This $130 million push builds on Tourism Australia's Come and Say G'day campaign, which launched the lovable animated mascot Ruby the Roo. "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," Tourism Australia managing director Phillipa Harrison said. "These international stars combine with local talent ... to create bespoke invitations for five markets." Since the resumption of international travel, the domestic tourism industry has grown with the number of international arrivals expected to reach a record 10 million in 2026 and 11.8 million in 2029. More than 700,000 jobs and 360,000 Australian businesses depend on tourism. The teaser for this campaign was first launched in July during the prime minister's trip to China. Chinese travellers remain Australia's second biggest cohort of tourists behind New Zealand, figures from the Australian Bureau of Statistics show. "Tourism is the lifeblood of so many communities right around the country and creates hundreds of thousands of jobs," Tourism Minister Don Farrell said. "The previous campaign struck a chord with visitors, with Ruby the Roo bounding into the imagination of countless guests, encouraging them to book a holiday down under. "I know this iteration, featuring popular talent like Robert Irwin, will be a smash." The advertisements will go live in China from August 7 on TV and online. Australian celebrity Robert Irwin, English television cook Nigella Lawson and other international stars are tempting tourists to the land Down Under. Shots of these celebrities set against iconic Australian landscapes are part of the federal government's newest tourism push to attract travellers from five countries. Advertisements featuring Chinese actor Yosh Yu, Ms Lawson and Japanese comedian Abareru-kun will air in their home countries, while Steve Irwin's son will become the face of the American campaign and wellness advocate Sara Tendulkar will star in ads broadcast in India. This $130 million push builds on Tourism Australia's Come and Say G'day campaign, which launched the lovable animated mascot Ruby the Roo. "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," Tourism Australia managing director Phillipa Harrison said. "These international stars combine with local talent ... to create bespoke invitations for five markets." Since the resumption of international travel, the domestic tourism industry has grown with the number of international arrivals expected to reach a record 10 million in 2026 and 11.8 million in 2029. More than 700,000 jobs and 360,000 Australian businesses depend on tourism. The teaser for this campaign was first launched in July during the prime minister's trip to China. Chinese travellers remain Australia's second biggest cohort of tourists behind New Zealand, figures from the Australian Bureau of Statistics show. "Tourism is the lifeblood of so many communities right around the country and creates hundreds of thousands of jobs," Tourism Minister Don Farrell said. "The previous campaign struck a chord with visitors, with Ruby the Roo bounding into the imagination of countless guests, encouraging them to book a holiday down under. "I know this iteration, featuring popular talent like Robert Irwin, will be a smash." The advertisements will go live in China from August 7 on TV and online. Australian celebrity Robert Irwin, English television cook Nigella Lawson and other international stars are tempting tourists to the land Down Under. Shots of these celebrities set against iconic Australian landscapes are part of the federal government's newest tourism push to attract travellers from five countries. Advertisements featuring Chinese actor Yosh Yu, Ms Lawson and Japanese comedian Abareru-kun will air in their home countries, while Steve Irwin's son will become the face of the American campaign and wellness advocate Sara Tendulkar will star in ads broadcast in India. This $130 million push builds on Tourism Australia's Come and Say G'day campaign, which launched the lovable animated mascot Ruby the Roo. "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," Tourism Australia managing director Phillipa Harrison said. "These international stars combine with local talent ... to create bespoke invitations for five markets." Since the resumption of international travel, the domestic tourism industry has grown with the number of international arrivals expected to reach a record 10 million in 2026 and 11.8 million in 2029. More than 700,000 jobs and 360,000 Australian businesses depend on tourism. The teaser for this campaign was first launched in July during the prime minister's trip to China. Chinese travellers remain Australia's second biggest cohort of tourists behind New Zealand, figures from the Australian Bureau of Statistics show. "Tourism is the lifeblood of so many communities right around the country and creates hundreds of thousands of jobs," Tourism Minister Don Farrell said. "The previous campaign struck a chord with visitors, with Ruby the Roo bounding into the imagination of countless guests, encouraging them to book a holiday down under. "I know this iteration, featuring popular talent like Robert Irwin, will be a smash." The advertisements will go live in China from August 7 on TV and online. Australian celebrity Robert Irwin, English television cook Nigella Lawson and other international stars are tempting tourists to the land Down Under. Shots of these celebrities set against iconic Australian landscapes are part of the federal government's newest tourism push to attract travellers from five countries. Advertisements featuring Chinese actor Yosh Yu, Ms Lawson and Japanese comedian Abareru-kun will air in their home countries, while Steve Irwin's son will become the face of the American campaign and wellness advocate Sara Tendulkar will star in ads broadcast in India. This $130 million push builds on Tourism Australia's Come and Say G'day campaign, which launched the lovable animated mascot Ruby the Roo. "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," Tourism Australia managing director Phillipa Harrison said. "These international stars combine with local talent ... to create bespoke invitations for five markets." Since the resumption of international travel, the domestic tourism industry has grown with the number of international arrivals expected to reach a record 10 million in 2026 and 11.8 million in 2029. More than 700,000 jobs and 360,000 Australian businesses depend on tourism. The teaser for this campaign was first launched in July during the prime minister's trip to China. Chinese travellers remain Australia's second biggest cohort of tourists behind New Zealand, figures from the Australian Bureau of Statistics show. "Tourism is the lifeblood of so many communities right around the country and creates hundreds of thousands of jobs," Tourism Minister Don Farrell said. "The previous campaign struck a chord with visitors, with Ruby the Roo bounding into the imagination of countless guests, encouraging them to book a holiday down under. "I know this iteration, featuring popular talent like Robert Irwin, will be a smash." The advertisements will go live in China from August 7 on TV and online.
News18
5 days ago
- Business
- News18
Sara Tendulkar Becomes Brand Ambassador for Australia's $130 Million Global Tourism Campaign
Sara Tendulkar has been named the Indian face of Australia's global tourism campaign "Come and Say G'day," joining a star-studded international lineup to promote travel Down Under. The Australian government is gearing up to launch the next phase of its international tourism push this time, with a touch of star power from India. Sara Tendulkar, daughter of cricket icon Sachin Tendulkar, will front the Indian segment of the $130 million 'Come and Say G'day" campaign, designed to inspire global travellers to choose Australia for their next holiday. Kicking off first in China on August 7, the campaign will gradually roll out across several major markets including India, the US, the UK, and Japan by the end of this year. At the heart of the campaign is Australia's animated mascot Ruby the Roo, who returns to screens with a fresh crew of well-known faces to create customized messaging for each region. In India, Sara Tendulkar will lead the charge, spotlighting Australia's vibrant tourism offerings through TV and digital media. The campaign also features: Nigella Lawson, renowned food personality, in the United Kingdom 'This new phase of our campaign brings together globally recognized personalities who resonate with each country's audience," said Phillipa Harrison, Managing Director of Tourism Australia. 'These international ambassadors, alongside Ruby the Roo and Australian stars, help us showcase the kinds of experiences today's travellers are searching for—from wildlife and food to nature, culture and beyond." This marks the second chapter of the 'Come and Say G'day" initiative, building on the original campaign that launched in October 2022. The newly announced investment brings the total budget to $255 million, reinforcing the Australian government's commitment to tourism recovery and growth. With Sara Tendulkar's participation, Australia hopes to deepen its appeal among Indian travellers by offering a warm, familiar face to accompany its already irresistible natural charm. view comments First Published: News lifestyle » travel Sara Tendulkar Becomes Brand Ambassador for Australia's $130 Million Global Tourism Campaign Disclaimer: Comments reflect users' views, not News18's. Please keep discussions respectful and constructive. Abusive, defamatory, or illegal comments will be removed. News18 may disable any comment at its discretion. By posting, you agree to our Terms of Use and Privacy Policy.
Sky News AU
5 days ago
- Business
- Sky News AU
Tourism Australia unveils $130m campaign with a focus on China
Tourism Australia is launching a $130m campaign to lure in more cash-splashing holiday-makers from abroad, with China's exploding middle class top of mind. Ads unveiled by Tourism Australia on Monday offered a glimpse of how the government agency planned to target would-be vacationers from the US, UK, China, India and Japan. In the pitch to Americans, Robert Irwin gives an American traveller the ride of his life in a Toyota LandCruiser through steep sand dunes. Mr Irwin also features in a Chinese-language ad alongside Yu Shi – a young A-list actor leading an explosive career since his 2023 breakout role in a major Chinese epic fantasy franchise. Anthony Albanese gave a first look at the campaign while on his lengthy state visit to China last month. Making up some 860,000 visits, visitors from the country splashed a whopping $9.2bn in the 12 months to March, according to official figures. Both the number of visits and the amount spent were up on March 2024 figures by 26 per cent and 28 per cent respectively. Still reeling from the Covid-19 pandemic and blindsided by devastating natural disasters in recent years, Australia's tourism industry welcomes the trend. While in China, the Prime Minister made no secret that he was hoping to reframe Australia's relationship with Beijing in friendlier terms and shed the spectre of an increasingly militaristic regional rivalry. Though, despite his efforts to escape defence and security concerns, little has changed since his return, with the Trump administration driving uncertainty around AUKUS. The Albanese government has been keen to highlight that other countries are being targeted with the Come and Say G'day campaign. Celebrity chef Nigella Lawson featured in the UK ad, while wellness influencer Sara Tendulkar and comedian Abareru-kun appealed to audiences in India and Japan. All ads featured a chipper Ruby the Roo – an animated kangaroo eagerly urging travellers to 'come and say g'day'. 'The previous campaign struck a chord with visitors, with Ruby the Roo bounding into the imagination of countless guests, encouraging them to book a holiday Down Under,' Trade and Tourism Minister Don Farrell said. 'I know this iteration, featuring popular talent like Robert Irwin, will be a smash. 'Tourism is the lifeblood of so many communities right around the country and creates hundreds of thousands of jobs. 'Come and Say G'day is bringing more visitors to our shores, creating more jobs and growing our economy.' Originally published as Tourism Australia unveils $130m campaign with a focus on China
