Global campaign invites international travellers to Come and Say G’day

Tourism Australia has announced a $125 million global campaign to encourage international travellers to plan and book their next holiday to Australia.

The new campaign invites the world to Come and Say G’day – issuing the same friendly invitation first extended by Legend of Australian Tourism, Paul Hogan, in the 1980s.

The face of Come and Say G’day is a CGI animated souvenir kangaroo, Ruby, who I unveiled on the iconic Shinjuku billboard in Tokyo last week. Ruby the kangaroo has been hopping onto digital billboards around the world to build anticipation ahead of the global launch event in New York tomorrow.

Tourism Australia Ambassador, Rose Byrne, is the English voice of Ruby. The campaign will also be localised in non-English speaking markets to ensure Come and Say G’day is a truly global campaign.

The new television commercial, which will play internationally, also features a remake of the Australian classic song Down Under by up-and-coming band King Stingray who are from Northeast Arnhem Land.

The television commercial puts Australia’s best foot forward, showcasing recognisable icons and stunning scenery from across the country, reminding everyone why Australia is the best place to take a holiday.

This global tourism campaign is an important step as we look to rebuild Australia’s visitor economy and support the Australian tourism industry, which was one of the hardest hit by the pandemic.

Come and Say G’day will go live in international markets from 20 October 2022.