Tourism Australia has launched a new installment of its global ‘There’s Nothing Like Australia’ brand platform via agency M&C Saatchi, with ‘Come and Say G’day’.
The campaign invites international travelers to visit Australia and features the new brand ambassador, Ruby, a souvenir kangaroo brought to life with CGI and voiced by Australian actress and Tourism Australia’s Global Ambassador, Rose Byrne.
The campaign is anchored by a short film directed by Australian director Michael Gracey (The Greatest Showman) and produced by FINCH that highlights the friendship of Ruby and Louie, a toy unicorn voiced by actor Will Arnett.
Tourism Australia Managing Director, Phillipa Harrison said: “Come and Say G’day is unashamedly and unmistakably Australian. After a challenging time around the world, our uplifting and joyful campaign will stand out in what is a highly competitive international tourism market.”
In Japan, the Minister for Trade and Tourism, Senator the Hon Don Farrell, unveiled Ruby to the world on a major digital billboard in Tokyo, kick-starting a world tour that will take Australia’s new Brand Ambassador onto billboards around the globe.
“From today Ruby will hop onto billboards in Singapore, London and New York building anticipation ahead of the launch of the new campaign, which will invite international travellers to Come and Say G’day,” Mr Farrell said.
Creative: M&C Saatchi Sydney
Film Director: Michael Gracey
Production Company – Film and TVC: FINCH
Animation Company: Platige
TVC Music Score: King Stingray / Level Two Music
Film Music Score: Jonathan Dreyfus and Amy Andersen, including William Barton, Frank Yamma, the Marliya Gondwana Indigenous Girls Choir and Iwiri Choir
Stills Production Company: Photoplay Photography
Photographer: Mark Clinton
Producer: Ross Colebatch
Media: UM (Global team)
Public Relations: Poem (Global agency) / Ogilvy PR