Tourism Australia’s ‘Come and Say G’day’ campaign via M&C Saatchi is aimed at enticing international tourists.
The campaign featuring a souvenir kangaroo, Ruby, voiced by Australian actress and Tourism Australia’s global ambassador Rose Byrne, was released in October and followed her as she hopped across billboards around the world in anticipation for the launch.
Representatives from international creative agencies spoke to AdNews about the creative work.
Asheen Naidu, executive creative director, TBWA\Singapore credits the creativity of storytelling throughout the campaign.
Naidu: "Having lived in Australia for 10 years, I’ve experienced first-hand what a beautiful country it is. And this film does a good job of showcasing Australia in all its glory. It’s a tough brief to have to stitch together all these beautiful locations in a seamless way, without looking like a typical travel brochure.
“The use of the kangaroo and unicorn characters does this well by bringing a level of entertainment and storytelling. But personally, the part I love most is the integration of the first nations story.
“I don’t think I’ve seen such a big Australian piece of advertising that’s featured that perspective as much, or as authentically. Bravo to the client and agency for moving things forward. It’s about time we recognised what a massive part the first nations perspective plays in the storytelling of Australia.”
The executive creative director says that the work was a strategically smarts communications piece that perfectly highlights the best places in Australia for international guests.
He says: It’s a strategically smart piece of communication. Yes, using the kangaroo or showcasing the Opera House can feel cliché, but remember the film is speaking to an international audience, so this makes sense.
“Most foreigners' view of Australia is very stereotyped, so using the clichés to draw them in and then open them up to experiences they’re not so familiar with is clever.
“If you’re flying all the way across the world, you want to see the highlights package. And this ad gives them that in spades. This is why the communication is a success.”
Corey Chalmers, executive creative director YoungShand, New Zealand, says that the work is a piece of unashamed family entertainment for an audience of real life people.
Chalmers: “While there’ve certainly been fresher takes in the past, let’s applaud it for what it is – unashamed family entertainment for an audience of actual, real-life people who watch movies just like this.
“Sure, it’s box ticky - welcome to tourism marketing - but Will Arnett as a sparkly unicorn is fun, Hamish & Andy as the Emus is a nice touch (Emus! Emus!), and Rose Byrne is a welcoming, gentle presence. Nicely paced too, with a genuinely charming poignant ending.”
Chalmers says that whilst the campaign plays it safe, it is crafted very well and appears to be working in global markets.
He said: “It’s a soft touch and plays it safe, but crafted very well. It wants to make friends with as many people as possible, and why not? Judging by the comments on YouTube, that seems to be working. It’s a fun, well-crafted, international quality nine minutes – no mean feat for a fickle viewing world."
Clara McLaurin, founder & creative director of Remade creative agency, New Zealand, said that Australia’s unique identifiers helped entice international travellers.
She said: “Australia is lucky to have so many unique and identifiable features that many travellers would have on their bucket list. Tourism Australia’s latest campaign leverages many of these with a wink and a smile.
“In the wake of COVID many of us find ourselves suffering a serious case of cabin fever. Tourism Australia has supplied the antidote via Uluṟu, the Barrier Reef, Melbourne laneways and the Sydney Opera House.
“We always knew these things were there but perhaps we value the opportunity to see them in real life a little bit more.”
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