Tourism Australia Launches New Campaign to Celebrate Sporting Events

Tourism Australia has launched a special edition of its global “Come and Say G’day” campaign in celebration of the decade of sporting events the country will host, including the FIFA Women’s World Cup 2023, which kicks off this week. The new “Holiday Highlights” campaign showcases the country’s destinations, such as Bondi Beach and the Great Barrier Reef, and friendly locals with a warm welcome for international travelers.

To celebrate Australia’s place in the global spotlight during the month-long World Cup tournament in which the United States Women’s National Team are competing, the new campaign encourages visitors to go beyond the stadiums and sporting matches and immerse themselves in Australian culture and experiences.

Tourism Australia Managing Director Phillipa Harrison said the first Women’s World Cup to be held in the Southern Hemisphere is a big opportunity for Australia’s tourism industry. The FIFA Women’s World Cup is just the beginning of an impressive lineup of major sporting events taking place across Australia over the next decade. From the 2026 Commonwealth Games in Victoria to the 2032 Brisbane Olympics, Australia will welcome sports fans from all over the world, added Harrison.

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In the new “Holiday Highlights” TVC, Ruby the kangaroo, alongside an emu character, reports on the destinations and experiences on offer across Australia. (Tourism Australia)

“Holiday Highlights” sees the return of Tourism Australia’s brand ambassador, Ruby the souvenir kangaroo, voiced by Australian actress and Tourism Australia’s Global Ambassador Rose Byrne. Ruby was introduced to the world via a live-action animated short film titled “G’day,” and a multichannel “Come and Say G’day” campaign, which launched in 15 key international markets last October.

In the new “Holiday Highlights” TVC, Ruby returns as a sports commentator alongside an emu character from the “G’day” short film, reporting on the breadth of destinations and experiences on offer across Australia. The TVC also spotlights rising stars from Queensland Indigenous Football’s young female team who are playing kick-about under a starry night sky on a Gold Coast beach.

Alongside the TVC, “Holiday Highlights” will be supported by print and high-impact Out of Home (OOH) advertising placements, plus social, digital and editorial initiatives globally. The campaign has launched with paid activity in key international markets including the U.K., U.S., Germany and Japan.

Australia and New Zealand are co-hosting the FIFA Women’s World Cup 2023 from July 20 to August 20, 2023. A total of 64 matches will be played by 32 national teams cross nine host cities, including Australian cities Adelaide/Tarntanya, Brisbane/Meaanjin, Melbourne/Naarm, Perth/Boorloo, and Sydney/Warrane. Sydney will host the World Cup final at Stadium Australia on August 20, 2023.

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