The Australian government is rolling out a new tourism campaign with a total investment of $130 million, aimed at encouraging international travellers to book a holiday to Australia. Sara Tendulkar, the daughter of renowned Indian cricketer Sachin Tendulkar, will be among the well-known international figures featured in the 'Come and Say G'day' campaign.
On August 7, the campaign will make its debut in China. Before the year is out, it will be gradually expanded to other important markets. The second chapter of the 'Come and Say G'day' campaign builds on the global effort first launched in October 2022. The Federal Government has now invested $255 million in the campaign since 2022, and this phase will continue for the next two years.
The new TV and online video advertisements will feature the campaign’s animated brand ambassador, Ruby the Roo, alongside talent popular in key international markets, including the US, UK, China, India, and Japan.
According to a statement from the Australian Ministry of Trade and Tourism, Sara Tendulkar, described as an 'entrepreneur and philanthropist,' will star in the campaign tailored for India. Other notable personalities include Australian wildlife conservationist Robert Irwin, the son of the late Steve Irwin, for the US market; food writer and TV cook Nigella Lawson for the UK; actor Yosh Yu for China; and comedian Abareru-kun for Japan. Australian actor Thomas Weatherall will also be featured in the new advertisements.
The Tourism Australia Managing Director Phillipa Harrison commented on the campaign's tailored approach, "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."
Also Read: Sara Tendulkar says this drink feels like heaven in every sip
Follow us
