Tourism Australia hops to it with first global campaign in six years via M&C Saatchi
Tourism Australia has launched the full 60-second TVC for its new $125 million global campaign, ‘Come and say G’day’, featuring Rose Byrne and Will Arnett, via M&C Saatchi and UM in an attempt to lure travellers back to local shores.
This is the first global campaign in six years and is set to go live in international markets tomorrow as part of the wider ‘There’s nothing like Australia’ brand platform
The campaign features a CGI souvenir Kangaroo, Ruby (voiced by Rose Byrne) as well as a toy unicorn, Louie (voiced by Will Arnett) tour some of Australia’s most iconic locations, displaying the various holiday destinations international tourists can visit.
If this is the best that our industry can do with 2 years to work on a creative and strategy to boost our economy and remind the international market that Australia exists and is worth the long and expensive flight – let’s all give up and go home.
Random ‘celebrities’ tokenistic cultural references, and a soul-less animated kangaroo. There’s no spark here.
I will be astonished if this does the job.