Australia’s excellent tourism initiative, “Come and Say G’day”, has made an exciting debut in China. Initially launched in October 2022, the global campaign has been pivotal in attracting tourists from around the globe to Australia. China, Australia’s primary tourism market, has now joined the rest of the world in this unique Australian experience.

Phillipa Harrison, the Managing Director of Tourism Australia, has expressed delight over the China campaign launch. “Given the resurgence of aviation capacity between the two nations,” she said, “now is the perfect time for Chinese tourists to get acquainted with our brand ambassador, Ruby the souvenir kangaroo.”

Over the years, Tourism Australia has diligently kept the allure of holidaying in Australia alive for Chinese tourists. The “Don’t Go Small Go Australia” campaign, launched shortly after the resumption of travel from China, acted as a precursor to the “Come and Say G’day” campaign. The timing of the campaign aligns with the return of aviation capacity between China and Australia to over 50% of its 2019 levels.

“Ruby the souvenir kangaroo has been a massive success in other key tourism markets around the world, and we are optimistic about her popularity in China,” Harrison said, citing that 59% of people who have seen the campaign stated they are more likely to consider a holiday in Australia.

The official launch of the “Come and Say G’day” campaign in China was held in Chengdu, the bustling capital of Sichuan province. Chengdu has become a popular location for global luxury brand launches thanks to its high-impact 3D billboards that frequently grab national attention.

Tailoring the campaign for China, Tourism Australia’s Chief Marketing Officer, Susan Coghill, announced that the campaign’s assets, including a television commercial and a short film titled “G’day”, have been translated into Chinese. The endearing Ruby the Kangaroo is again at the heart of the campaign, appearing in a new series of creative materials intended to strike a chord with Chinese travellers.

She stated, “This culturally nuanced approach enables us to adapt Ruby to different markets and moments without significant additional production efforts, aligning perfectly with our vision for Ruby.”

In the build-up to the campaign’s launch, a delegation of senior Australian tourism and business events leaders visited China to meet with important partners. Tourism Australia is now looking forward to cooperating with several partners in China, including airlines, retailers, wholesalers, and online travel agencies, to make the “Come and Say G’day” campaign a grand success.

In 2019, Australia welcomed 1.4 million visitors from China, earning $12.4 billion in visitor expenditure. As per the Australian Bureau of Statistics, visitation from China to Australia in April 2023 returned to 33 per cent of 2019 levels, up from 22 per cent in March, marking a significant recovery.

Australia’s invigorating tourism campaign, spearheaded by Ruby the Kangaroo, appears to be poised for great success in China, boosting Australia’s tourism sector and strengthening ties between the two countries. The anticipation is high as Chinese travellers are welcomed to explore the beauty and uniqueness of Australia, resonating with the campaign’s heartwarming message: “Come and Say G’day”.

Written by: My Thanh Pham

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