Robert Irwin Joins Tourism Australia's $130M Campaign to Attract International Visitors
Australia's Tourism Push Gets a Star-Studded Boost: Robert Irwin Leads New Campaign
Tourism Australia is set to launch the next phase of its high-impact 'Come and Say G'Day' campaign, injecting a further $130 million into efforts to entice international visitors to the land down under. This time, the campaign features a familiar and beloved face: Robert Irwin, son of the late Steve Irwin, continuing his family's legacy of showcasing Australia's unique wildlife and natural beauty.
The new installment, debuting on Monday, aims to significantly increase inbound visitor numbers, particularly targeting key markets in the United States and China. The campaign will roll out with two distinct 60-second advertisements, carefully crafted to resonate with the cultural nuances and preferences of each audience. This tailored approach reflects Tourism Australia’s commitment to delivering impactful and relevant messaging.
Why Robert Irwin?
The choice of Robert Irwin as the campaign's face is strategic. He embodies the spirit of Australia – adventurous, passionate about wildlife, and deeply connected to the country's natural heritage. Following in his father's footsteps, Robert has become a respected conservationist and wildlife advocate, instantly recognisable and widely admired, both within Australia and internationally.
Campaign Details: Tailored for US and Chinese Audiences
The US advertisement is expected to highlight Australia's diverse landscapes, from the iconic Great Barrier Reef to the rugged Outback, showcasing experiences like surfing, hiking, and exploring vibrant cities. It will likely appeal to the American desire for adventure and unique travel experiences.
The Chinese advertisement, on the other hand, will focus on Australia's safe and welcoming environment, its high-quality education and healthcare, and the opportunities for family-friendly travel. It will cater to the growing Chinese middle class seeking premium travel destinations.
Boosting Tourism Numbers
Australia's tourism industry has faced significant challenges in recent years due to the pandemic. This substantial investment in the 'Come and Say G'Day' campaign signals a renewed commitment to revitalizing the sector and welcoming back international visitors. Tourism Australia is confident that by leveraging the appeal of Robert Irwin and tailoring the message to specific markets, they can achieve a significant boost in visitor numbers and contribute to the nation's economic recovery.
More than Just an Ad Campaign
The 'Come and Say G'Day' campaign isn’t just about flashy advertisements. It’s a comprehensive strategy that includes digital marketing, social media engagement, partnerships with travel agents, and collaborations with airlines. The goal is to create a holistic and immersive brand experience that inspires people to book their Australian adventure.
Looking Ahead
With Robert Irwin at the helm, the latest installment of the 'Come and Say G'Day' campaign promises to be a compelling and effective tool in attracting international visitors to Australia. The campaign's success will be crucial in supporting the tourism industry and showcasing the best of what Australia has to offer to the world.
