M&C Saatchi & Tourism Australia Campaign Rides On The Back Of The FIFA Women’s World Cup 2023
Tourism Australia has launched a special instalment of its global Come and Say G’day campaign, which will feature around the world in key international tourism markets participating in the FIFA Women’s World Cup 2023.
The new Holiday Highlights campaign will show international audiences, tuning in to watch the action in this year’s Women’s World Cup, the breadth and depth of unique travel destinations and experiences found in Australia.
Minister for trade and tourism, Don Farrell, said the new campaign highlights what Australia has to offer while the global spotlight is on our country for the month-long tournament.
“With the world’s attention turning to Australia throughout the FIFA Women’s World Cup, it is a perfect moment to showcase Australia and invite international travellers to come and experience our amazing country,” Farrell said.
“This Holiday Highlights campaign will be seen in key Tourism Australia markets of countries competing in the tournament, including the United Kingdom, United States, Canada, Germany, Japan and South Korea.”
Tourism Australia managing director, Phillipa Harrison, said the first Women’s World Cup to be held in the Southern Hemisphere comes at an important time for Australia’s tourism industry.
“Major events, such as the Women’s World Cup, provide us with the opportunity to showcase Australia’s incredible tourism experiences to billions around the world and encourage people to plan and book an Australian holiday,” Harrison said.
“This tournament comes at a crucial time, with Australia’s tourism industry steadily rebuilding from the impacts of the global pandemic, and we hope the Holiday Highlights campaign inspires football fans to visit Australia after the final whistle has blown.”
Tourism Australia, chief marketing officer, Susan Coghill, said it was important to harness a cultural moment that could build on the momentum of the Come and Say G’day campaign.
“Once again using a distinctive character like Ruby, and recognisable destinations like Bondi Beach and the Great Barrier Reef, the campaign will remind consumers what they already know and love about Australia, whilst also extending a warm invitation to visit,” Coghill said.
In the new Holiday Highlights broadcast ad (30-second and 15-second), Tourism Australia Brand Ambassador, Ruby the souvenir kangaroo, returns as a sports commentator reporting on the breadth of destinations and experiences on offer across Australia. The broadcast ad also features rising stars from Queensland Indigenous Football’s young women’s team who are playing kickabout under a starry night sky on a Gold Coast beach.
The CEO of Queensland Indigenous Football Damian Munday is immensely proud to team up with Tourism Australia to showcase the warm Aussie welcome to the world and celebrate women in sport.
“It is incredibly exciting for our foundation and our young female players to be part of Tourism Australia’s global activity around the FIFA Women’s World Cup. This is also a unique opportunity to raise awareness of our mission to create more access to football opportunities for young Indigenous Australians,” Munday said.
Holiday Highlights sees the return of Tourism Australia’s brand ambassador, Ruby the souvenir kangaroo, voiced by Australian actress and Tourism Australia’s global ambassador Rose Byrne. Ruby was introduced to the world via a live-action animated short film titled G’day, and a multichannel Come and Say G’day campaign, which launched in 15 key international markets last October.
CREDITS
AGENCIES
• Creative strategy and campaign development: M&C Saatchi Sydney
• Media planning and buying of all paid activity: UM
• Digital strategy development and implementation: Digitas
• Public relations and advocacy strategy development and implementation: Poem
• Social media strategy and implementation: Apparent
PRODUCTION
• Director – Jae Morrison
• Production Company, Film – Finch
• Animation Company – Platige
• TVC Music Score – King Stingray
• Photographer – Trent Mitchell
• Production Company, Campaign Still Imagery – Photoplay
• Retouching – Cream Studios Pty Ltd
• Respektive1 – transcreation and localised production – Germany
• M&C Japan – transcreation and localised production – Japan
Please login with linkedin to comment
Latest News
Thursday TV Ratings: Seven Just Beats Nine With The Chase Coming Out Top
It was a narrow win for Seven last night as it gained a 28.6 per cent audience share, just above Nine’s 28.5 per cent. It was helped by The Chase which took the entertainment crown with 534,000 metro views and Home and Away which had 457,000 metro views. Nine’s soon-to-be-axed quiz show Hot Seat also made […]
Indie Agency Communicado Raids Thinkerbell For Its Two New Associate Creative Directors
Thinkerbell duo depart for rival agency Communicado. Leaving speeches were said to be convivial but restrained.
“Utterly Irresponsible!” Sportsbet Slammed For Near-$20m Marketing Blitz As Gambling Ban Approaches
Smokers have been picked on for 30 years, now it's time for the gamblers. And the drinkers should start getting nervous.
Casella Appoints Dig As Creative Agency On Yellow Tail Wine
There's three givens at B&T's Friday staff drinks - the Yellow Tail, the Cheezels and the incessant bickering.
Seven Prioritises The Matildas Over The News AND The AFL In Extraordinary Decision Ahead Of The Women’s World Cup Quarter Final
Scott and Charlene's wedding now under serious threat as Saturday's Matilda's game threatens to smash all TV records.
News Corp Earnings Down Across The Board Despite Jump In Subscribers
Rupert can't find a coin for his ALDI trolley as News Corp earnings drop calls for renewed round of belt tightening.
Despite The Outrage & The Bans, The Sports Bet Category Remains Adland’s Zaniest (See This!)
The Guardian may no longer be running sports bet advertising, but as you'll read here, B&T has far less morals & ethics.
Last Chance To Buy Tickets For This Year’s B&T Women In Media Awards!
B&T's not giving away too many secrets to the Women In Media Awards suffice to say two words - chocolate and fountain.
The Trade Desk, Magnite & LiveRamp Deliver Growth, PubMatic Flat In Q2 Earnings
B&T's calling this your Q2 earnings wrap. We even considered wheeling out "must read" to help it along a bit.
Cinema Chain Spoofs Classic Movies In Wonderfully Funny Work To Entice People Back Into Theatres
Call it the Barbenheimer effect, but cinema's suddenly cool again. Yet, absolutely no uptick whatsoever for drive-ins.
Mediabrands Launches Internship Program For Aspiring Media Professionals
Mediabrands are on the lookout for young, enthusiastic go-getters for its internship program. But then, aren't we all?
Nike Celebrates The Matildas & Young Aussie Female Athletes In New Work By Conscious Minds
In what can be best described as a rare treat, it's a localised Nike ad. Kinda like finding the milk's not out of date.
Why Your CX Technology Should Focus On Connections
This expert opines it's not about your newfangled tech stacks, it's about your customers. Even the ones you detest.
WPP & Optimizely Partner To Bring Informed Digital Experiences To Brands & Consumers
Often think WPP's a 'canary in the coal mine' for industry trends? Well, avoid the black lung reading this latest.
Dylan Alcott & Hnry Team Up To Relieve Aussie Sole Traders Of Scary Tax Admin
Can the effervescent Dylan Alcott make tax admin even remotely interesting? Watch as he gives his best shot here.
D&AD Shift With Google Sydney Announce Class Of 2023
Need to poach some hot young agency talent? Poach away here, but just don't rat on B&T for the heads up.
Digital Media Agency Bench Rebrands To The Digital Disruption Agency
You could say Bench has been benched, as agency rebrands to the Digital Disruption Agency.
Seven Appoints Indie Creative Agency Emotive To Reshape Broadcaster’s Brand
Seven planning a brand zjoosh and spring clean. Although the offical corporate red and the number 7 is off limits.
Elon Musk Says The ABC Prefers “Censorship-Friendly” Social Media
It appears the ABC's found a new enemy in Elon Musk. However, News Corp remains entrenched at the top of the enemy list.
Wednesday TV Ratings: The Chase Just Beats The Block To Entertainment Win
Nine wins Wednesday night. However, Seven tells rival you'll get that and more come Saturday's Matilda's match.
B&T’s Best Of The Best Technologists, Presented By Finecast, Part Of GroupM Nexus
Somewhat ironically, this top 10 technologists list wasn't written with any help from ChatGPT or AI whatsoever!
Former Woman’s Day Editor Fiona Connolly Appointed Head of News’ Lifestyle Network
You could say ink runs in the veins of women's magazine veteran Fiona Connolly. And sponge cake recipes.
X Adds Brand Safety Tools In Bid To Bring Back Ad Dollars
Elon back contemplating the colonisation of Mars after finding this whole Twitter thing one huge headache.
ACMA Rules Kyle Sandilands’ Monkeypox Comments Breached Decency Rules And Were Offensive To Gay Men
Watchdog rules Kyle offended gay men. Punishment includes listening to Barbra Streisand & Céline Dion CDs on repeat.
Ozzy Osborne Bites Off More Than He Can Chew With Banned PlayStation Ad
Ozzy Osborne continuing to surprise. No more so than the fact that he's actually still alive and kicking.
Swisse Wellness Wheels In the Celebs To Stop Late Night Doom Scrollers
Is your sleep routine two Quaaludes and a swig from the sherry bottle? There's tips here for a more blissful night.
“All Good Things Must Come To An End, Well This One Barely Got started!” Jerker Fagerström Quits Thinkerbell After Eight Months
Thinkerbell fridge sans all smörgåstårta & pickled herring as Jerker Fagerström heads for the utgång (exits).
Footballing God Cristiano Ronaldo Bumbles His Way through New Work For Fan App Zuju
This ad proves Cristiano Ronaldo is just one of the guys. Just a filthy rich one of the guys, that is.
Samsung Ads’ Marj Hetherton On Why CTV Is The Most Exciting Area Of Advertising
Samsung Ads' Marj Hetherton says CTV is the most exciting area of advertising. That and nine-hour client lunches.
CommBank Matildas REMOVES Tim Tam TikTok Following B&T Story
If Tim Tam's marketing team wants to send B&T some freebies for this free press we'll take any flavour but mint or dark.
Tinder’s New Global Campaign Says Online Dating Need Not Be An Unrivalled Hell
If there were truth in advertising, these spots would feature a drunk bloke with poor hygiene who lives with his mother.
ADMA Adds New Speakers For Upcoming Global Forum
ADMA confirms speaker line-up for upcoming Global Forum. Also, 300 arancini balls locked-in for the networking drinks.
IMAA Census Predicts Growth In BVOD/CTV, Digital Video And Podcasts
The IMAA census is like a finger on the pulse of Australia's adland. And we all need a solid finger now and then.
Prestige Brands Targets Gen Z With Racy Billie Eilish Perfume Ad Via Spark Foundry
Billie Eilish the latest celeb to release a fragrance. Meanwhile, B&T still waiting on an Angus Young eau de toilette.
The Australian Women’s Weekly Celebrates Its 90th Birthday
The Weekly celebrates its 90 birthday. B&T believes the first-ever copy is still in our GP's reception.
Connecting Plots Delivers Latest Iteration Of “The Experts In Air” For Mitsubishi Air-Conditioners
Mitsubishi Heavy Industries Air-Conditioners Australia (MHIAA) has launched its latest campaign via Connecting Plots drawing subtle similarities to the world of wine sommeliers. In a highly competitive category that’s hard to navigate, the new campaign by Connecting Plots seeks to unlock the assurance of an expert opinion, with the MHIAA Air Experts behaving like wine […]