Tourism Australia Makes Huge with Their New Marketing Campaign Delivers Fifty Six Million US Dollar in the Earned Media Value in Just Three Weeks

Tourism Australia with its most recent marketing campaign has hit a major milestone, garnering over $56 million in earned media value since its release only three weeks ago. Running in just two international markets, the campaign has already created a platform for long-term development and is already proving to be a valuable asset in raising the visibility of Australian tourism.

A Record-Breaking Start for Tourism Australia’s Campaign

Tourism Australia’s latest marketing push has made an immediate impact. Despite launching in only two overseas markets, it has already generated more than $56 million in earned media value. This remarkable achievement demonstrates the power of the Come & Say G’Day campaign, which has significantly raised the profile of Australia as a leading global tourist destination.

The campaign’s performance has set a strong start and will likely build momentum, further boosting awareness of Australia’s tourist offerings. Pre-launch ad testing received five-star ratings from System 1 creative testing, positioning the campaign among the top 1 percent of ads for effectiveness.

A New Era in Tourism Australia’s Marketing Strategy

This campaign marks the first collaboration between Accenture Song and Droga 5 after winning the Tourism Australia account in 2024. It represents the second chapter of the Come & Say G’Day initiative, which first launched in October 2022. The original campaign introduced Ruby the CGI kangaroo, a fun and memorable figure, alongside the return of Paul Hogan’s iconic 80s tagline. The success of this first phase led to 10 percent increases in holiday consideration for Australia across markets like the UK, US, and China.

The 2023 campaign builds on that success, incorporating fresh elements to make it even more engaging. This is especially true in how the new campaign embraces local talent and targeted campaigns, expanding its impact across multiple markets.

Celebrity Ambassadors Bring Global Attention to Australian Tourism

In this second phase of the campaign, Ruby is joined by a talented group of global personalities, each selected to resonate with local audiences. These new ambassadors include Robert Irwin in the US, Nigella Lawson in the UK, Sara Tendulkar in India, Abareru-Kun in Japan, and Yosh Yu in China. This approach reflects Tourism Australia’s commitment to localizing the campaign, ensuring each region is engaged with relevant, familiar faces who can attract maximum attention.

The central figure holding it all together is Australian actor Thomas Weatherall, supported by some of Australia’s most stunning sights and experiences. This combination of local talent and beautiful visuals ensures the campaign resonates strongly, whether viewers are in the US, UK, India, Japan, or China.

Customized Campaigns Drive Maximum Engagement in Key Markets

The strategic focus on country-specific campaigns is a major shift from the usual global marketing efforts, which typically feature a single celebrity ambassador for all markets. This shift allows Tourism Australia to tailor its messaging to the unique preferences and cultural interests of each market, ensuring better engagement and relevance.

By customizing the Come & Say G’Day campaign for individual markets, Tourism Australia has achieved a more personalized approach to tourism marketing. The overarching strategic idea remains consistent, but the way it is communicated varies to meet the specific tastes and expectations of each target audience.

Increased Engagement Across Five Key Markets

The introduction of multiple celebrity ambassadors has allowed Tourism Australia to engage audiences across five key markets in a way that feels both authentic and personal. The strategic selection of ambassadors who are familiar to these audiences creates a deeper connection to the Australia tourism brand.

For example, Nigella Lawson’s involvement in the UK is an excellent fit given her popularity in food-related content, making her a natural choice for showcasing Australia’s culinary tourism. Similarly, Robert Irwin brings a sense of adventure and connection to wildlife tourism in the US, reinforcing Australia’s position as a leading eco-tourism destination. This segmented approach to marketing has proven effective in driving higher awareness and increasing interest in Australia, positioning the country as a top destination in Asia-Pacific, Europe, and the Americas.

Strong Growth Potential in Key International Markets

The results so far demonstrate a clear upward trajectory in Tourism Australia’s international marketing strategy. As the campaign continues to run across various markets, Australia’s tourism sector is likely to benefit from increased engagement and awareness.

The success of the campaign’s initial three weeks is just the beginning. It is expected to continue fueling strong demand for holidaying in Australia, with increased searches for flights, higher holiday bookings, and greater media exposure contributing to long-term growth in visitor numbers. This increased global visibility will continue to strengthen the foundation of Australia’s tourism sector, which is already a significant contributor to the national economy.

A Shift in Global Tourism Marketing: Personalization Is Key

Tourism Australia’s move to personalize its marketing efforts in multiple regions marks a pivotal moment in the global tourism industry. Rather than relying on a single global approach, the campaign is reflective of a broader trend in international marketing that focuses on delivering region-specific content while still aligning with a unified brand message. This evolution is essential as the tourism market becomes increasingly diverse, and travelers expect more tailored experiences.

As more countries shift to this localized marketing approach, the success of Tourism Australia’s campaign may set a new standard for how tourism boards across the world create compelling, relevant advertisements. The use of local celebrities and regional themes will likely inspire more brands to embrace personalization as a way to enhance engagement and boost ROI.

Strong Foundation for Future Growth

Tourism Australia’s newest campaign has trumped expectations, garnering $56 million in earned media value within only three weeks. This phenomenal beginning creates a good platform for the continued success of the Come & Say G’Day program, keeping Australia among the number one tourist destinations of the future. By tapping into local expertise, developing tailored campaigns, and adopting an approach to marketing that is personal, Tourism Australia is poised for sustained prosperity and expansion in the international tourism market.

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