Before boots are laced up and the first ball is even kicked, one of the big winners of this year’s FIFA Women’s World Cup will be Australian tourism – at least, that’s what Aussie tourism authorities are hoping for just three days out from the start of one of the biggest global sporting events of 2023.
With this in mind, Tourism Australia has launched a major World-Cup-inspired initiative today, which marks the latest instalment of the Come and Say G’Day tourism campaign.
Broadcasting to global audiences tuning in to matches, the new Holiday Highlights initiative will put simply, showcase the breadth of destinations and experiences travellers can find down under.
Ads will feature Tourism Australia Brand Ambassador and souvenir kangaroo Ruby (voiced by tourism ambassador and actor Rose Byrne) in 30-second and 15-second blasts, as well as members of Queensland Indigenous Football’s young women’s team who are kicking around a ball under a starry night sky on a Gold Coast beach.
Tourism Australia managing director Phillipa Harrison said the campaign would show “in key Tourism Australia markets of countries competing in the tournament, including the United Kingdom, United States, Canada, Germany, Japan and South Korea”.
“Major events, such as the Women’s World Cup, provide us with the opportunity to showcase Australia’s incredible tourism experiences to billions around the world and encourage people to plan and book an Australian holiday,” Harrison said, flagging the importance of the timing of the first Southern Hemisphere Women’s World Cup to inbound tourism.
“This tournament comes at a crucial time, with Australia’s tourism industry steadily rebuilding from the impacts of the global pandemic, and we hope the Holiday Highlights campaign inspires football fans to visit Australia after the final whistle has blown.”
Faith in the familiar
Tourism Australia chief marketing officer Susan Coghill said the campaign aimed to “remind consumers what they already know and love about Australia, whilst also extending a warm invitation to visit”.
This would be done through the use of the “distinctive character”, Ruby, and “recognisable destinations like Bondi Beach and the Great Barrier Reef”, among other elements.
Minister for Trade and Tourism, Don Farrell, also lauded the new campaign.
“With the world’s attention turning to Australia throughout the FIFA Women’s World Cup, it is a perfect moment to showcase Australia and invite international travellers to come and experience our amazing country,” he said.
Queensland Indigenous Football CEO Damian Munday said, “it is incredibly exciting for our foundation and our young female players to be part of Tourism Australia’s global activity around the FIFA Women’s World Cup”.
“This is also a unique opportunity to raise awareness of our mission to create more access to football opportunities for young Indigenous Australians,” he added.
Ruby debuted in a live-action animated film titled ‘G’day’ in October 2022, launching in 15 key international markets.
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