Australia was one of the last countries to reopen to the world post COVID and needed to go big to remind the world of our incredibly unique, diverse country and iconic laid-back personality.

Our brief was to reintroduce the world to our warm Aussie welcome. Traditionally, Tourism Australia makes bespoke campaigns for a single market but this time they wanted one big launch that could work in any market in the world, cross any border and be adaptable to local customs, sensitivities and languages.

The objective was to create a massive PR uplift that would lead to consideration of Australia as the destination of choice for high value travellers globally.

In Australia every great adventure starts with one simple word “G’day”. Our idea is about how this iconic Australian welcome opens up unforgettable experiences and life-long friendships.

We created a short film with a single narrative purpose built for any market in the world. At the heart of the film are two animated characters, a souvenir Kangaroo (Ruby) and a charismatic toy unicorn (Louis), revoiced by local stars and personalities depending where the film launched.

The localisation of the creative material allowed us to create a buzz specific to the market we launched in and alter pieces of dialogue to fit with local cultural context. The assets were launched through PR and launch events in Singapore, India, France, Germany, Italy, UK, US, South Korea and Japan. And promoted in other channels, particularly special build 3D outdoor sites that would push consumers to relevant screening sites such as youtube and on demand streaming platforms. The film was also in cinema fore the main feature and played on television in some markets as part of broadcast.

We created a short film with a single narrative purpose built for any market in the world. At the heart of the film are two animated characters, a souvenir Kangaroo (Ruby) and a charismatic toy unicorn (Louis), revoiced by local stars and personalities depending where the film launched. This allowed us to create a buzz and alter pieces of dialogue to fit with local cultural context.

The film launched Oct 19, 2022 globally on YouTube and is still in-market, with further promotional activity. It was preceded by a series of trailers in the weeks before to drive anticipation.

G’day received 123 million views, with engagement of 1.65 million hours of watch time on YouTube. Social media received 50.3 million organic impressions and 3.16M engagements. Rose Byrne’s appearance on The Tonight Show with Jimmy Fallon reached 16.9 million viewers.

Overall, there was a 73% uplift in the number of travellers considering Australia as a destination after viewing the campaign, along with 1.78 million hits on aus.com and time on the site at 4.44 minutes (exceeding target of 3:47min). In Fact visits hit the 1.4 million visits target in just 5 weeks into our 18 month campaign.

Oh, and Ryan Reynolds engaged with four of our tweets, started following the Australia account and became a top follower on the channel. Result!