One year on, Tourism Australia’s global ‘Come and Say G’day’ campaign has positively impacted international visitation recovery with around 80 per cent of 2019 arrivals in July 2023 compared to 50 per cent when the campaign launched in October 2022.
To celebrate the milestone, animated Brand Ambassador Ruby the Kangaroo hopped onto major billboards in NYC, London, Singapore, Chengdu and Beijing.
The out-of-home (OOH) campaign has a welcoming message for travellers while showcasing Australia’s most recognisable sites.
Tourism Australia CMO Susan Coghill said it has proven to be an incredibly versatile campaign that translates across English and non-English-speaking markets.
Tourism Australia MD Phillipa Harrison said while the long-term campaign is far from done, it has already had a positive impact in Tourism Australia’s key markets.
“As part of the campaign, Tourism Australia has 190 campaign partnerships in-market, including a variety of airlines and travel agents,” she said.
“The feedback from those partners on the ground is they have seen a jump in interest in an Australian holiday since the launch.
“We know the campaign has already driven up global consideration for an Australian holiday and our share of flight search is already up by 10 per cent globally, compared to 2019.
“These numbers demonstrate that Come and Say G’day is working and will play an important role, as we not only recover to 2019 levels but return to the sustainable growth our industry experienced in the decade before the pandemic.”
For more info, head to tourism.australia.com