Australia
is ready to welcome U.S. travelers to the Land Down Under in a big way. Tourism
Australia’s Vice President, The Americas and New Zealand, Chris Allison,
sat down to talk about the launch of Chapter 2 of the “Come and say G’day”
campaign — a fresh push designed to keep Australia top of mind, showcase
unforgettable experiences, and inspire Americans to book their next adventure to
the Oceanian country. From new storytelling angles and highlighted destinations
to partnerships with familiar Aussie faces like Robert Irwin, Allison shares
how this next phase builds on past successes while giving travelers a more
personal, authentic look at what makes a trip to Australia truly unforgettable.
Q: What are the
primary objectives for the launch of the “Come and say G’day” campaign’s Chapter
2?
A: The second chapter of “Come and say
G’day” is designed to build on the momentum of our global brand platform
and ensure Australia remains top of mind for American travelers. Our goal is to
drive consideration and conversion by showcasing the lasting impact of an
Australian holiday — those unforgettable moments that travelers can’t help but
share. With international arrivals forecast to hit 10 million by 2026 and 11.8
million by 2029, this campaign plays a vital role in helping Australia’s
tourism industry thrive.
Q: How does Chapter
2 build on the success or lessons learned from the original campaign? How does
this next phase differ from the original campaign?
A: The original “Come and say G’day” campaign
was a global success, consistently ranking in the top one percent of ads tested
for creative effectiveness. It helped increase consideration for Australia by
10 percent in key markets like the U.S. and drove a 22 percent increase in
flight searches. Chapter 2 evolves the campaign with a market-led approach —
tailoring creative assets to resonate more deeply with local audiences. We’ve
introduced well-known talent from each market, including Robert Irwin for the
U.S., to bring a more personal and culturally relevant storytelling experience.
This localized strategy allows us to connect more meaningfully with travelers
and inspire them to book their next trip to Australia.
Q: Are there
specific target audiences or demographics you are focusing on in the Americas?
A: Yes, we’re focused on the High Yield
Traveler — those who stay longer, spend more and seek immersive, meaningful
experiences. In the U.S., this includes culturally curious travelers, nature
lovers and those looking for once-in-a-lifetime adventures. Our campaign
placements and storytelling are designed to reach this audience across
platforms they trust and engage with.
Q: How is the
messaging tailored to resonate specifically with travelers in the U.S.?
A: For the U.S. market, we’ve partnered with
Robert Irwin, a beloved Australian conservationist and TV personality, who
embodies the spirit of Australia — warm, adventurous and deeply connected to
nature. His presence in the campaign helps us highlight Australia’s diverse
offerings, including its unique wildlife, natural beauty and laid-back culture
in a way that feels authentic and aspirational to American travelers. We’re
also leveraging platforms like Hulu, YouTube, Amazon and podcasts, along with
high-impact Out of Home placements and social media, to meet U.S. audiences
where they are.
Robert Irwin stars in Chapter 2 of Tourism Australia's 'Come and say G'day' campaign. (Photo Credit: Tourism Australia)
Q: Are there
new storytelling elements or themes being introduced in the Chapter 2 launch?
A: Yes, storytelling is at the heart of this
next chapter — but this time, it’s told through the eyes of the traveler. The
campaign leans into the idea that a trip to Australia leaves such a lasting
impression that you can’t help but share it when you return home. In the U.S.
ad, for example, we see an American traveler animatedly recounting his
Australian adventure — capturing the joy, wonder and unforgettable moments that
define a holiday Down Under. This narrative approach brings authenticity and
relatability, helping potential travelers imagine themselves in the story.
Q: Are there
new experiences, destinations, or stories you’re highlighting in this
iteration?
A: Yes, this chapter of the campaign
showcases both iconic and lesser-known destinations across Australia, with a
strong focus on storytelling through the eyes of travelers. For the U.S.
market, we’re especially excited to highlight South Australia’s Eyre Peninsula,
where Robert Irwin filmed his scenes. Known for its dramatic coastlines,
wildlife encounters, and adventure experiences like 4WDing in Lincoln National
Park, the Eyre Peninsula offers a fresh perspective on Australia’s natural
beauty. Other featured destinations include the Great Barrier Reef, Uluru,
Sydney, 12 Apostles and Margaret River. These stories are designed to broaden
Americans’ understanding of what an Australian holiday can be — diverse,
meaningful and unforgettable.
Q: Will there
be resources or promotional materials for travel agents to leverage when
selling Australia experiences?
A: Definitely. Travel agents remain a
critical part of our distribution strategy. We’ll be providing updated assets
through the Aussie Specialist
Program, including campaign videos, destination guides, social content and
training modules. These tools are designed to help agents bring the campaign to
life and convert interest into bookings. Additionally, agents can access a wide
range of tools and materials via our Trade Resource Hub, which is regularly updated to support
selling Australia more effectively.
Q: Beyond
immediate travel promotion, what long-term impact do you hope this campaign
will have on Australia’s brand as a destination?
A: Our long-term goal is to reinforce
Australia’s position as the most desirable destination — one that offers not
just beautiful landscapes, but rich culture, warm hospitality and unforgettable
experiences. We want travelers to see Australia as a place that stays with them
long after they return home. By deepening emotional connections and showcasing
the diversity of our offering, we’re building a brand that inspires repeat visitation
and lifelong advocacy.
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