Experts in visitor behaviour, technology enhanced learning and tourism say Tourism Australia’s, ‘Come and Say G’Day campaign by M&C Saatchi is a mix of cute and cringe worthy.
'Come and Say G'day', introduces the world to new brand ambassador, Ruby, a souvenir kangaroo who is brought to life with CGI animation and voiced by Australian actress Rose Byrne.
The Come and Say G’day campaign is the first global campaign from Tourism Australia since 2016 and is currently live worldwide.
Senior lecturer in Tourism Pi-Hsuan Monica Chien and associate professor Pierre Benckendorff of The University of Queensland Business School call out the fact that many Australians may potentially find the campaign "cringe-worthy" but the appeal for younger Asian markets – particularly Japan where cuteness and animation are hugely favourable – is significant.
Chien: “Ruby the Roo, as a quintessential Australian animal and icon, immediately resonates with Australia's key markets such as Japan, as Japanese people are familiar with cities' and prefectures' use of mascot as brand ambassador to represent and promote their destinations.
“It also speaks directly to the Japanese' love for cuteness and animation. Ruby the Roo also manifests the down-to-earth spirit and friendliness associated with Australian hospitality. Moving away from using typical Australian slangs also makes the message more globally accessible, consistent, and less likely to be misinterpreted.”
Chien recognises the campaign's communication functions as a way to maintain the brand’s image across a multitude of channels, thus re-establishing Australia’s image on a global scale. The campaign serves as a reminder that as international travel resumes worldwide, Australia is the ideal destination.
Chien: “The integrated marketing communication campaign uses a range of communication functions and presents a consistent brand image across channels. It reinforces Australia's long-established brand image and unique selling propositions: beautiful nature, laid-back atmosphere, and spaciousness.
“To our key target markets, nature (including the opportunity to encounter wildlife such as kangaroos and koalas) still represents the main drawcard. This does not mean that other "Australian experiences" such as events and dining are not important; rather, they can be introduced at different phases of the experience journey.
“The purpose of the campaign is to create awareness, generate interest, and serve as an important reminder at a time when international travel resumes and picks up speed in many nations post-COVID. Additionally, the campaign focuses on Australia as a whole and its hero experiences, and as such, it needs to be "macro". Following this, each state will have their own marketing campaigns that focuses on state-specific experiences.”
Chien debunks any notion of blandness that some locals may critique, stating that the target audience is for international travellers, specifically those in the Asia-Pacific region.
She said: “While some Australians may criticise the campaign as bland and uninspirational - some even feel that it does not represent the "true Australia", they are not the target market of this campaign. One thing to keep in mind is that the protracted period of restrictions during COVID, and the crowded living environments in Asia (and even the need to quarantine or isolate in compact accommodations) create a pent-up demand for Australia's unique features and experiences.
“Travellers are yearning to get out of big cities and escape from the crowds, and Australia is like an oasis that gives a much needed sense of freedom and rejuvenation. Granted, residents are important stakeholders of the destination and part of tourists' experience. Moving forward, it would be important to involve residents in participatory destination branding.”
The timing of the campaign couldn’t be more perfect as Japan opens up, and the end of year festivities begin.
She said: “The timing of the campaign couldn't be better, as Japan opens up its border on 11 October and people in many countries plan for their end-of-year holidays or a big trip in 2023 (which is considered a more reasonable time to travel internationally as airfare and aviation services stabilise).
“For Japanese travellers, their long-time favourite - Hawaii - has become too expensive to go given the weak Yen. As such, Australia serves as an attractive and affordable option.
“Compared to our other competitors such as Europe and America, Australia and its multicultural society is also perceived to be a relatively safe destination. This is reinforced by Australia's strict border control during COVID and plays in its favour, a critical element for post-COVID destination marketing.”
Associate professor Pierre Benckendorff praises the campaign’s tie to the 1984 ‘Come and say G’day’ campaign as well as the incorporation of the CGI Ruby roo.
Benckendorff: “The campaign takes a cue from the 1984 Paul Hogan campaign Come and say G'day, drawing on old cultural icons and tried and tested international draw cards (i.e. Uluru, the Opera House, indigenous culture, beaches and the reef).”
“Use of a CGI brand ambassador is interesting. PhD student Li Xie-Carson has been doing her PhD on virtual influencers (including CGI influencers) and the research suggests that they attract higher engagement on social media so the strategy to ‘cut through’. Virtual influencers are also easier to ‘manage’ and less prone to bad behaviour that may generate negative publicity.
“Use of a CGI brand ambassador is interesting. PhD student Li Xie-Carson has been doing her PhD on virtual influencers (including CGI influencers) and the research suggests that they attract higher engagement on social media so the strategy to ‘cut through’. Virtual influencers are also easier to ‘manage’ and less prone to bad behaviour that may generate negative publicity.”
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