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Tourism Australia officially launches ‘Come and Say G’day’ campaign in China

With air capacity recovering, Australia’s major global campaign has now hit screens across our once-largest inbound market.

China is now becoming acquainted with Ruby the red kangaroo.

Millions of Chinese consumers will now meet Ruby the Kangaroo – the central mascot in Tourism Australia’s global ‘Come and Say G’day’ tourism marketing campaign, which has been officially launched in the world’s biggest market.

Prior to the pandemic, China was consistently Australia’s leading visitor market, with 1.4 million Chinese visitors gracing our shores and spending $12.4 billion each year.

The ‘Come and Say G’day’ campaign has been gradually rolled out into other major markets around the world, beginning from last October, but only now has been launched in China as a steady reintroduction after China reopened its borders beginning from January this year.

Check out the Come and Say G'Day commercial here.

Tourism Australia Managing Director, Phillipa Harrison, said now was the right time to introduce the market to Ruby the souvenir kangaroo.

“Tourism Australia has remained active in China over the past few years to keep the dream of an Australia holiday alive and we launched a tactical campaign, ‘Don’t Go Small Go Australia’, shortly after travel from China resumed,” Harrison said.

“We delayed our global campaign until aviation capacity between China and Australia could meet the demand. With the capacity returning to more than 50 per cent of 2019 levels this month, we believe now is the right time to invite Chinese travellers to Come and Say G’day.

“Ruby the souvenir kangaroo is already proving to be a success in other key tourism markets around the world, with 59 per cent of those who have viewed the campaign saying it has made them more likely to take a holiday to Australia. Given this success, we are confident Ruby will be very popular in China as well.”

Since its launch in October 2022, ‘Come and Say G’day’ is proving to be a success in other major markets around the world, with the short TV commercial having been viewed 102 million times across all channels, while overall campaign advertising has clocked up 855 million views.

Hainan Airlines is the latest Chinese airline to resume service to Australia.

“The $125 million global campaign puts Australia's best foot forward using recognisable icons and stunning scenery, to build back Australia’s visitor economy by creating demand for Australian holidays,” said Australian Minister for Trade and Tourism, Don Farrell.

Tourism Australia will be hanging significant hopes on the success of its campaign in China, with inbound tourism recovering much more slowly than outbound, largely due to high airfares despite as many as nine Chinese or Taiwanese carriers flying direct services to Australia.

The latest carrier to return, Hainan Airlines, has today resumed direct services to Melbourne for the first time in three years, with a twice-weekly operation from Haikou now back in action.

Data recently released by Travelport showed the highly lucrative Chinese travel market was opting to stay closer to home for their holidays, with Hong Kong and Macau being the big winners from otherwise flourishing Chinese booking volumes.

At the time, the study found Chinese travellers were preferring to take shorter trips, with breaks of four days more popular than in 2019, leading to the rise in popularity of short-haul destinations.

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Written by: Matt Lennon
Published: 30 June 2023

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