G’Day Goes Global: Tourism Australia Gets Local

By The Malketeer

When Tourism Australia first introduced the world to its warm and cheeky Come and Say G’Day campaign in 2022, it struck an unmistakably Aussie chord—sunny, spirited, and inviting.

Three years on, the campaign has evolved into something more refined, more nuanced, and markedly more strategic.

In its second chapter, launched this August, Tourism Australia has taken a bold step forward by tailoring its global campaign with bespoke creative executions in five key markets.

The move signals not only a shift in the tourism body’s own playbook, but also a case study in the future of destination marketing—where consistency in brand voice meets hyper-local resonance.

For decades, global tourism boards have relied on the old template: craft one master creative asset, tweak it slightly for different regions, and hope it travels well. But Australia is rewriting that script.

Under the stewardship of chief marketing officer Susan Coghill and powered by the global creative heft of Droga5, this new campaign reflects a deeper truth: in an age of fractured media and cultural specificity, one-size-fits-all no longer fits anyone.

From Consistent Message to Cultural Calibration

At the heart of the campaign remains Ruby the Roo, Tourism Australia’s marsupial brand mascot, who returns alongside rising Indigenous actor Thomas Weatherall.

But beyond the familiar faces, what makes this campaign stand out is its deft calibration for local appeal.

Each of the five priority markets—US, UK, China, India, and Japan—features a distinct personality that commands affection and recognition within their respective cultural spheres.

Robert Irwin, son of the late Steve Irwin, leads the charge in the United States, fresh off a Bonds campaign and an upcoming appearance on Dancing With The Stars.

For Britain, culinary icon Nigella Lawson infuses her signature charm, while China gets a boost from actor Yosh Yu.

India sees the graceful presence of Sara Tendulkar—wellness influencer and daughter of cricket legend Sachin Tendulkar—while the quirky Abareru-kun adds sparkle to the Japanese version.

And yet, despite the local flavours, the brand message remains unwavering: “Come and Say G’Day”—a simple invitation that encapsulates the spirit of Australia.

As Coghill noted, “Trying to find one talent to connect across all our markets is really hard to do. It felt like the right moment for us to lean into a localised strategy while we still have one consistent overarching brand and creative strategy.”

A Campaign with Emotional Permanence

The strategic insight powering the campaign is disarmingly poetic: a trip to Australia is more than a holiday—it’s a story you’ll retell for life.

It’s that idea of emotional permanence that Droga5 seized upon in its global pitch to win the account.

And now, in the rollout, it’s clear they’ve held that emotional thread throughout, grounding each film with moments of authenticity and cultural familiarity.

While Ruby and Weatherall frame each spot with their warm presence—Weatherall closing each one with the phrase “always has”—the cultural cues are crafted to resonate locally.

Irwin’s footage features his late father, Sara Tendulkar’s campaign leans into nostalgia, and Lawson brings in that classic British sophistication with a distinctly Australian twist.

Interestingly, Weatherall’s closing phrase, while unintentional, is being interpreted as a subtle nod to Australia’s First Nations peoples—adding a layer of depth that sits quietly and meaningfully within the creative.

Global Network, Local Soul

The creative itself is a testament to global collaboration.

While Droga5 New York served as the anchor agency, teams from Tokyo, Accenture Song China, and India all contributed.

Even founder David Droga—himself an Australian expat—described the experience as both “a privilege and a deep responsibility.”

He noted how many Australians worked on the campaign, along with a few “honorary Aussies” who slipped in once they felt the passion behind the project.

The campaign also arrives with refreshed aesthetics.

Tourism Australia has introduced a new hero font and evolved its brand identity, allowing for more vibrant, flexible, and recognisable applications across print, digital, and outdoor.

The media strategy is equally bespoke.

In Japan, expect high-impact outdoor. In the US, connected TV.

Across all markets, social content will showcase B-roll, behind-the-scenes clips, and nostalgic family moments—particularly from Irwin and Tendulkar.

It’s the kind of layered storytelling that doesn’t just showcase Australia’s landscapes but its emotional landscape too.

Implications for Marketers in Malaysia and Beyond

For marketers across the Asia-Pacific region—Malaysia included—this campaign offers a powerful case in point.

It demonstrates how localisation can be more than just translation or token tweaks.

When done with care and strategy, it can deepen brand resonance, earn cultural relevance, and create ambassadors out of audiences.

The Come and Say G’Day evolution also spotlights the growing need for regional insight to be embedded from the very start.

Rather than treating local versions as afterthoughts, Tourism Australia made them central to the campaign’s DNA.

It’s an important reminder for Malaysian brands venturing into ASEAN or global markets: cultural fluency must lead the way.

Moreover, this campaign reiterates that a successful global rollout doesn’t require sacrificing emotional nuance.

On the contrary, it thrives on it. It’s not about “local versus global”—it’s about “local and global,” working in harmony.

In a marketing world awash with bland global templates and AI-generated sameness, Tourism Australia’s latest campaign is a breath of fresh air.

It shows how brand mascots, local celebrities, emotional truths, and cultural fluency can coexist—and even thrive—under a single, unifying idea.

If you listen closely, you’ll hear Ruby the Roo beckoning: “Come and Say G’Day.”

But this time, she’s saying it in five different languages—with heart, humour, and a local soul.