TOURISM AUSTRALIA: Launches new AU$130 million campaign with TV commercial

Perhaps it’s because I am Australian and not the target audience, but I can’t help feeling a combination of contradictory emotions — pride mixed with embarrassment — at most of the Tourism Australia campaigns. This new TV commercial is no exception. Judge for yourself:

This is apparently the second chapter in what is described as the globally successful Come and say G’day campaign.

It features Ruby the Souvenir Kangaroo with an ad targeting the US, UK, China, India and Japan.

Apparently, according to our Minister for Trade and Tourism, Senator the Hon Don Farrell:

“The previous campaign struck a chord with visitors, with Ruby the Roo bounding into the imagination of countless guests, encouraging them to book a holiday down under.”

Maybe its just a case of cultural cringe that causes the embarrassment. Or maybe its because some of the campaigns to promote Australia have just been plain bad. ‘Where the bloody hell are you’ is a prime example.

And then there is the original ‘Shrimp on the Barbie’ with Paul Hogan fresh on the coattails of the success of the film ‘Crocodile Dundee’.

2PAXfly Takeout

Inbound tourism to Australia suffered a significant decline during the pandemic’s peak. Well, we did close our borders, so no surprise. But it is taking a lot to get international tourists to return to our shores.

Even as an Australian, I get overwhelmed with some of the breathtaking landscapes here in the Antipodes. Outback South Australia, or even more inspiring the Northern Territory overwhelm me when I’m there. I never tire of seeing some vistas, and this is one of them — Uluru, or Ayers Rock. I’ve visited it many times now, and it still leaves me awestruck.