Tourism Australia nabs Robert Irwin, Nigella Lawson for new international marketing campaign
Tourism Australia is set to launch a fresh wave of advertisements across five countries, backed by a $130 million investment that builds on its "Come and Say G'day" platform first rolled out in 2022.
Loaded with "mates," "G'days", and a nod to Paul Hogan's infamous "throw a shrimp on the barbie" catchphrase, the $130 million campaign serves up a fresh spin on well-worn Aussie cliches — this time starring a global cast to reel in the tourists.
The advertisements feature the animated mascot Ruby the Roo and are tailored to individual markets, a shift from the traditional one-size-fits-all approach.
"Traditionally tourism campaigns have leveraged one famous face across every market," Tourism Australia managing director Phillipa Harrison said.
"But for our latest campaign, Ruby will be joined by well-known talent from five different markets to showcase personal lasting memories of a holiday to Australia."
Tourism Australia is no stranger to bold and sometimes divisive campaigns.
From Paul Hogan's 1984 invitation to, "Slip an extra shrimp on the barbie" to Lara Bingle's infamous, "Where the bloody hell are you?", the agency has a long history of attention-grabbing efforts.
Hogan helped sell Australia as the land of laid-back charm and Tourism Australia has been chasing that magic ever since.
They've previously enlisted Thor (Chris Hemsworth), and Delta Goodrem and poured millions into glossy global advertisements.
The 2006 Bingle campaign was briefly banned in the UK for its language, but like the latest instalment, it showcased geographical icons like Uluru and the Great Barrier Reef.
Professor Daniel Gschwind from the Griffith Institute for Tourism said campaigns packed with Aussie icons and big-name talent can still strike a chord.
He said cliches like kangaroos, wide landscapes and even throwbacks to the "shrimp on the barbie" line can be powerful if they reflect what Australia genuinely offers.
"They exist for a reason, people respond to them," he said.
"Why not build on brand familiarity? Tourists want to see the Australia they imagine and if trusted celebrities can help tell that story, it can absolutely work."
He said Paul Hogan's campaign was a game changer for Australian tourism.
"There's a whole generation, mostly baby boomers, who still remember that ad and the humour of it. So yes, absolutely, why not lean into it and build on that familiarity?
When the campaign launches in the United States visitors will see 21-year-old conservationist Robert Irwin hooning across sand dunes in South Australia's Lincoln National Park, before rescuing an American tourist whose phone has been stolen by an emu.
Audiences in the United Kingdom will see television cook Nigella Lawson hosting a winery lunch in Western Australia's Margaret River, where a guest drops the line, "throw another shrimp on the barbie" — prompting an awkward pause before someone corrects him, "Mate, we actually call them prawns".
Other localised advertisements feature Indian influencer Sara Tendulkar, Chinese actor and TV host Yosh Yu, and Japanese comedian Abareru-kun who are joined by Australian actor Thomas Weatherall.
The campaign is being previewed for Australian audiences ahead of its international debut, with official launches staggered across key market starting in China this week, followed by India later in August, the US, UK, Japan and Germany in September and South Korea in November.
The advertisements will run across TV, streaming platforms, YouTube, cinema, outdoor billboards and buses.
The campaign comes as Tourism Research Australia data shows international tourism to Australia continues to recover from border closures due to the COVID-19 pandemic.
There were 7.7 million trips to Australia in the year ending March 2025, an 11 per cent increase compared to the previous year.
New Zealanders made up the bulk of visitors, followed by China, the United States, United Kingdom and India.
Federal Tourism Minister Don Farrell said the number of international arrivals to Australia was expected to reach a record 10 million in 2026, growing to 11.8 million in 2029.
"Tourism is the lifeblood of so many communities right around the country and creates hundreds of thousands of jobs," he said.
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