Tourism Australia’s new global campaign Come and say good morning will be available in major international travel markets around the world starting tomorrow (Thursday 20 October 2022) to remind international travelers why Australia is simply different from the rest.
The multichannel campaign Come and say good morning includes commercials (in 60-, 30-, and 15-second versions), print and attention-grabbing OOH advertising, as well as innovative social media, content marketing and digital formats. Come and say good morning extends through partnerships with state tourism organizations, key distributors and media partners and airlines. In Germany, the campaign will be broadcast widely on social media, as well as on TV, cinema and OOH.
Phillipa Harrison, chief executive of Tourism Australia, explains that the new brand ambassador, Ruby, a CGI-animated souvenir kangaroo, was seen on billboards around the world last week, creating excitement for the launch of the campaign. global increase. “Come and say good morning he is unmistakably Australian through and through. Finally, a globally recognized character is introduced to the kangaroo Ruby, who embarks on an adventure across the country to explore what Australia has to offer. “Uplifting and positive campaign in a highly competitive international tourism market. Ruby, voiced by Australian actress Rose Byrne, is accompanied on her adventure by the toy unicorn Louie, voiced by Will Arnett. As a duo, they bring warmth and humor to the countryside. ”In Germany, the campaign will be voiced in German by Andrea Dewell (Ruby) and Bernd Egger (Louie).
“Another highlight of the campaign is the remake of the Australian classic Down below by the up-and-coming Australian band King Stingray, who sing in both English and Yolŋu Matha, an indigenous language from northeastern Arnhem Land in the Northern Territory, ”explains Harrison.
Susan Coghill, Tourism Australia’s chief marketing officer, said the short Good morning, which will premiere in New York on October 19, aims to capture the world’s imagination and show them just how unique and special it is. “The short film, directed by Michael Gracey, aims to create an emotional bond with the Ruby kangaroo by telling her story and establishing Ruby as a long-term brand ambassador for Tourism Australia,” said Coghill.
In addition to the global launch event in New York, Tourism Australia invites media and business partners to presentations in Tokyo, Singapore, Mumbai, Paris, London, Munich and Berlin.
Come and say good morning is Tourism Australia’s first global campaign since 2016. The campaign will launch globally on October 20, 2022, featuring the short film Good morning on YouTube and below australia.com/gday already available on October 19th from 10pm (CEST).
Even the teaser trailer Good morning can be seen here:
CONTACT FOR MORE INFORMATION
Viola Munzar, PR Manager Tourism Australia – Tel .: 069 27 40 06 97
Email: [email protected]
CREDITS CAMPAIGN
- Recorder – Michael Gracey
- Kreation – M&C Saatchi Sydney
- Production company, film and television commercials (TVC) – FINCH company
- Animation – Platigine
- TVC Music Supervision – Level two Music
- TVC soundtrack – King Stingray
- Soundtrack – Jonathan Dreyfus and Amy Andersen, including William Barton, Frank Yamma, the Marliya Gondwana indigenous girls’ choir and the Iwiri choir.
- German dubbing – FunDeMental Studios GmbH
- Ruby’s German voice – Andrea Dewell
- German voice of Louie – Bernd Egger
- Transcreation and production respectively 1 GmbH
- Media – UM (Global Team)
- Digital – Figures
- PR – Poem (Global Agency) / Hansmann PR (Germany)
- Social media – Apparent
1 The 60 “TVC was tested with the help of System1 research. System1 builds on the work of Binet and Field, with the testing methodology taking into account the long- and short-term impact of the ad and utilizing emotional responses to accurately predict ad effectiveness. Emotions are converted to an action value that provides a 1 to 5 star rating of long-term positive change. Ads averaged 4.2 stars / strong in major markets including US (4 stars), UK (5 stars), Singapore (4 stars), Germany (4 stars), France (3 stars), South Korea (5 stars), India (4 stars), Japan (5 stars), China (4 stars) and Australia (4 stars) (Search system 1, April – May 2022).
2 Source: Fifty55 for Tourism Australia, Brand Codes, 2021.
