Tourism Australia goes for tailored local creative in latest ‘G’Day’ campaign

August 4, 2025 10:55

For the first time, Tourism Australia has created bespoke ads in five key markets for its latest ‘Come and Say G’Day’ campaign, via Droga5. It marks a significant shift in strategy, with the tourism body having historically focused on simply adjusting one piece of creative for different markets.

As the second chapter of ‘Come and Say G’Day’, which first launched in 2022, the new campaign sees the return of brand mascot Ruby the Roo, alongside a suite of local and international talent, including Robert Irwin, Nigella Lawson, and Thomas Weatherall.

Tourism Australia’s brand mascot Ruby the Roo returns

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Lauren McNamara

Lauren McNamara is a freelance journalist. She previously spent three years at Mumbrella, most recently as the associate editor. She left her staff role in August 2025.

Topics

Abareru-kun Accenture Song Come and Say G'Day David Droga Droga5 Nigella Lawson Robert Irwin Sarah Tendulkar susan coghill Thomas Weatherall Tourism Aus Tourism Australia Yosh Yu