Tourism Australia gets cute and serious in latest destination marketing

A fresh-faced brand ambassador and a sharper focus on Aboriginal culture are published as marketing tools in the latest issue of Tourism Australia. Come and say G’day The country’s first global campaign since 2016.

Set to run across all major International Markets in Tourism Australia from October 20, brand ambassador Ruby, CGI-animated kangaroo (voiced by Australian actress Rose Byrne) and played by Unicorn Louie (voiced by Will Arnett) take center stage, Which attracts travelers. Adventure around Australia and its famous attractions.

Come and say G’day follows Ruby the kangaroo as she travels around Australia

“Using a CGI character as a brand ambassador was a deliberate move on our part to overcome the chaos of destination marketing. With Robbie being a mobile character, she is versatile and able to live across all marketing platforms and channels and across all languages,” explained Brent Anderson, Regional General Manager South and South East Asia, Australian Tourism.

Such new marketing campaigns help Tourism Australia “to keep pace with the changing tastes and demands of consumers”.

He added: “Ensuring a regular pipeline of creative and engaging campaigns is critical to keeping the best of Australia recalled among global travelers. Our efforts focus not only on destination marketing, but also on conversion.”

Anderson also revealed that South and Southeast Asia will play a major role in Australia’s tourism recovery, with four of the top 10 source countries for August 2022 coming from the region. Travelers from India to Australia ranked second with 183 thousand, Singapore ranked fourth with 173 thousand, while Indonesia and Malaysia came in seventh and ninth places, respectively.

“For Singapore, the desire to travel was particularly evident during the Natas travel fair in August, one of the first major travel fairs in three years. Besides the better-than-expected turnout, consumers were also willing to pay more despite the increased ticket prices. Aviation and flight packages. According to our main trading partners participating in the fair, Australia was among the top five destinations, which included Europe, Japan (South) Korea and Turkey.”

When asked why there is so much focus on authentic tourism experiences in this particular campaign, Anderson said the sector is “growing,” and it’s an “immersive experience” that today’s conscious travelers seek.

“Before the pandemic in 2019, about 1.4 million international visitors participated in the indigenous tourism experience in Australia, an increase of six per cent year-over-year since 2010. Our Aboriginal and Torres Strait Islander stories are rich and varied, and they have potentially a point A difference and an area of ​​competitive advantage for Australian tourism.”

Anderson noted that markets such as Singapore are more aware and receptive to Australia’s sustainable tourism products.

There are currently over 500 tourism experiences, ranging from accommodations to tours, committed to sustainability. Travelers to Australia will also be able to make a direct contribution to the conservation of the country’s natural assets, for example through citizen science programs where they can participate in wildlife monitoring activities, replanting coral reefs, and regenerating flora and fauna.