Australia Relaunches Iconic Tourism Campaign with Celebrity-Led Global Push

Tourism Australia has launched a fresh wave of global promotion with the revival of its iconic “Come and Say G’Day” campaign, aiming to reignite international travel to the country after a period of fluctuating global tourism. Backed by a $130 million investment, the initiative combines celebrity-driven advertising, regional storytelling, and immersive cultural experiences to capture the attention of a global audience.

The campaign will feature Robert Irwin and Nigella Lawson as its primary celebrity ambassadors, blending wildlife adventures with culinary storytelling to showcase Australia’s unique charm. Irwin represents the country’s natural beauty and wildlife heritage, while Lawson will spotlight its diverse food culture, from coastal seafood experiences to regional wine trails.

Regional Stories and Cultural Immersion

Rather than focusing solely on Australia’s iconic destinations, the new strategy puts a spotlight on regional towns, indigenous culture, and immersive experiences. Viewers will see sweeping visuals of the Outback, coastal road trips, wildlife encounters, and local markets, aiming to encourage longer stays and wider exploration beyond Sydney, Melbourne, and the Great Barrier Reef.

The campaign’s storytelling emphasizes authentic encounters, from learning traditional Aboriginal crafts to participating in farm-to-table culinary experiences. This aligns with a growing travel trend where international visitors seek meaningful connections and off-the-beaten-path adventures. By positioning Australia as a land of both iconic wonders and intimate local experiences, the campaign hopes to differentiate itself in a competitive global travel market.

Celebrity Power and Digital Strategy

Celebrity involvement is central to the relaunch. Irwin and Lawson’s segments will appear across traditional and digital platforms, including social media campaigns, streaming services, and cinematic television ads targeting key markets in North America, Europe, and Asia.

Beyond celebrity appearances, the campaign integrates user-generated content and interactive digital storytelling, encouraging travelers to share their journeys using campaign-specific tags. This dual strategy leverages both global star power and grassroots community engagement to build momentum.

Tourism Australia executives believe the campaign will not only drive international arrivals but also support local economies by directing visitors to lesser-known destinations and encouraging longer itineraries. By combining emotional storytelling with a polished international rollout, the initiative seeks to position Australia as a bucket-list destination for 2025 and beyond.

Reigniting Global Curiosity

The relaunch of “Come and Say G’Day” marks a pivotal moment for Australian tourism. After years of global travel disruption, the campaign aims to remind the world of the country’s natural beauty, rich heritage, and welcoming culture. With its mix of celebrity appeal, cultural immersion, and regional focus, Australia is making a bold bid to reclaim its spot as one of the world’s most desirable destinations.

Entertainment, News, Tourism