Tourism Australia has launched its latest global campaign, Come and Say G'day, with a budget of A$130 million. The campaign features visually appealing elements like sweeping drone shots and celebrity endorsements for key markets, including Robert Irwin in the US, Nigella Lawson in the UK, and others in China, Japan, and India. While it aims to connect with audiences, the campaign recycles old-school imagery that portrays a nostalgic, laid-back version of Australia, reminiscent of Paul Hogan's famous 1984 campaign based on cultural clichés that appeal to international tourists.
Tourism Australia has launched a $130 million campaign, Come and Say G'day, featuring sweeping drone shots, vibrant colors, and celebrity endorsements targeting specific markets.
The campaign recycles nostalgic imagery and stereotypes of Australia, echoing a long-standing tradition that presents a laid-back, sun-soaked view, reminiscent of the 1984 'shrimp on the barbie' campaign.
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