Brand ambassador Ruby, the animated souvenir kangaroo, has jumped on the news flow, telling the world of Australia’s world beating sports events.
The latest instalment of Come and Say G’day, launched in October 2022, is being shown in key international tourism markets participating in the month-long FIFA Women’s World Cup which kicks off Thursday.
The Holiday Highlights campaign, via M&C Saatchi Sydney and Media planning by UM, pitches to more than one billion football fans from around the world expected to tune in to watch the action.
Tourism Australia CMO Susan Coghill says the campaign harnesses a cultural moment to build on the momentum of the Come and Say G’day campaign.
“Once again using a distinctive character like Ruby, and recognisable destinations like Bondi Beach and the Great Barrier Reef, the campaign will remind consumers what they already know and love about Australia, whilst also extending a warm invitation to visit,” says Coghill said.
In the new Holiday Highlights broadcast ad (30-second and 15-second), Ruby returns as a sports commentator reporting on the breadth of destinations and experiences on offer across Australia.
The broadcast ad also features rising stars from Queensland Indigenous Football’s young women's team who are playing kickabout under a starry night sky on a Gold Coast beach.
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