Kangaroos, celebrities and clichés: Australia’s multimillion-dollar 'Come and Say G’day' campaign returns

It's that time again. Australia, the land renowned for kangaroos, cute koalas, the iconic Sydney Opera House, and famously perilous wildlife, is showcasing its best features (minus the snakes and spiders) in a new multimillion-dollar campaign promoting the country to five international markets.

 

Taking centre stage is Australia’s beloved conservationist Robert Irwin, who we last saw in a cheeky underwear ad and is now fully clothed and in the driving seat for Tourism Australia’s latest spot.

 

The $130 million campaign, created by Droga5 Sydney, marks the second chapter of the Come and Say G'day series which first launched in October 2022. Brand ambassador Ruby the Souvenir Kangaroo returns alongside several well-known faces as the campaign leans heavily on star power to attract potential visitors.

 

Joining Irwin are celebrities tailored to each of the five target markets: China, Japan, India, the US, and the UK. Chinese actor and TV host Yosh Yu headlines the China version. Japanese comedian Abareru-kun features in Japan. Sara Tendulkar, daughter of cricket legend Sachin Tendulkar, appears in India, celebrity chef Nigella Lawson represents the UK, and Robert Irwin leads the US campaign.

 

Beyond star appeal, the campaign embraces classic Aussie clichés. The ad opens with a hapless American tourist stranded in the desert having lost his phone to an emu and is rescued by Irwin in a truck. 

 

“G’day mate, just going for a stroll?” Irwin asks.

 

“An emu took my phone,” the tourist replies, kneeling in defeat.

 

“Well, we better go find it,” Irwin says as they set off across the sand dunes.

 

The ad also briefly acknowledges Aboriginal culture by featuring a young girl presenting on Uluru, which is a reminder that Australia is home to some of the world’s oldest living cultures. Landmarks such as Uluru and the Great Barrier Reef are highlighted as visual accents.

 

"With Ruby the Souvenir Kangaroo now firmly established as the star of our global Come and say G'day campaign, we're taking an innovative, market-first approach by partnering with local talent to drive destination appeal," said Tourism Australia chief marketing officer, Susan Coghill. "The chosen celebrities have an authentic link to Australia like Sara Tendulkar’s childhood visits to Melbourne with her father or Nigella Lawson’s longtime affection for the country."

 

The campaign will launch first in China with Yosh Yu, incorporating market-specific stories inspired by research into audiences’ travel motivators. For example, the Chinese version includes a love story thread because research showed that romance and reconnection are key travel drivers for Chinese tourists.

 

 

After China, launches will follow in India late August, the US, UK, Japan, and Germany in September, and South Korea in November. Alongside TV commercials and major campaign activities, bespoke social content has been created for each market, recognising that social platforms are primary sources of travel inspiration and information.

 

The campaign lands amid a tourism rebound. Visitor expenditure hit a record $52.6 billion in the 12 months to March 2025 and international arrivals are forecasted to reach 10 million in 2026 and grow to 11.8 million by 2029.

 

The ads will run across TV, streaming, YouTube, cinema, outdoor billboards, and buses with each featured celebrity sharing personal memories of Australia.

 

Campaign's take: This is a mammoth production, and it’s clear no expense has been spared on star power. The hope is that these big names will draw in plenty of visitors. For the very first time, each key market gets its own tailored version, with a celebrity who resonates locally and a storyline twist to match, like a dash of romance for China. While many tourism campaigns try to squeeze in too much and end up feeling cluttered, this one stands out by letting the characters take the spotlight. Star cameos are everywhere, and there’s no shortage of Aussie clichés, maybe even more than strictly necessary, to the point of teetering into cheesy territory. Still, thanks to its upbeat tone and energetic pace, the whole thing skips along more brightly than Ruby the Kangaroo herself.