Tourism Australia has launched the global Come and Say G’day campaign into Australia’s largest inbound tourism market, China.
The campaign, which launched into other key markets around the world last October, has been tailored for the Chinese audience.
Creative strategy and campaign development is by M&C Saatchi Sydney and media planning and buying via UM.
Tourism Australia’s CMO Susan Coghill says China has always played a crucial role in Australian tourism, holding the top spot in terms of visitation, and spending before the COVID-19 pandemic.
“Our beloved Brand Ambassador, Ruby the souvenir kangaroo, once again takes centre stage in the campaign, featuring prominently in a new series of creative assets designed to resonate with Chinese travellers," says Coghill.
“Adding to her charm, Ruby will share a new hand-heart gesture - a wildly popular expression of affection in China – and make a special appearance at a launch event, complete with an OOH takeover, in the heart of Chengdu.
“This tailored and nuanced approach perfectly aligns with our vision for Ruby, allowing us to adapt her to different markets and cultural moments without the need for significant additional production.
“Since the global roll out late last year, we have observed encouraging initial results, with a notable 12 percentage point increase in consideration among those exposed to the campaign, along with a substantial 13 percentage point rise in intent. Given these positive indicators, we are confident that Chinese travellers will no doubt fall in love with Ruby and be inspired to come and say g'day soon.”
Tourism Australia managing director Phillipa Harrison says with aviation capacity between China and Australia is recovering and now is the right time to introduce the market to Brand Ambassador, Ruby the souvenir kangaroo.
“Tourism Australia has remained active in China over the past few years to keep the dream of an Australia holiday alive and we launched a tactical campaign, Don’t Go Small Go Australia, shortly after travel from China resumed,” Harrison says.
“We delayed our global campaign until aviation capacity between China and Australia could meet the demand. With the capacity returning to more than 50 per cent of 2019 levels this month, we believe now is the right time to invite Chinese travellers to Come and Say G’day.
“Ruby the souvenir kangaroo is already proving to be a success in other key tourism markets around the world, with 59 per cent of those who have viewed the campaign saying it has made them more likely to take a holiday to Australia. Given this success, we are confident Ruby will be very popular in China as well.”
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