Robert Irwin’s tourism campaign delivers 374 million views for Australia
Robert Irwin has achieved what seasoned marketers could only dream of, turning a $130m gamble by Tourism Australia into a viral sensation with 374 million views.
Robert Irwin is proving to be Tourism Australia’s most successful ambassador since Paul Hogan with the latest version of its Come and Say G’Day campaign fronted by the young wildlife warrior attracting a whopping 374 million views since its launch in August.
Initially launched in the US and China, new versions of the $130m ad rolled out in the UK, India, Germany and Japan in September, and in South Korea last month. Unlike previous campaigns, Tourism Australia tailored the ads to fit the particular market, featuring local celebrities such as celebrated foodie and chef Nigella Lawson, actor Yosh Yu and entrepreneur Sara Tendulkar. The strategy is already paying off with wellness company Melaleuca China choosing to stage a business event attended by almost 1000 staff on the Great Barrier Reef because of Yosh Yu’s advocacy.
Irwin’s success in Dancing with the Stars has undoubtedly helped the campaign in the US, with Tourism Australia erecting billboards in LA to maximise the benefit. Titled Save your next dance for Australia, the billboards feature a smiling Irwin at Port Lincoln with his co-star Ruby the toy kangaroo.
In addition to the hundreds of millions of views, the campaign has attracted 64 million social media impressions and featured in 7700 articles.
System1, a leading creative effectiveness platform that measures emotional response to advertising, ranked the campaign in the top 1 per cent of ads tested.
Furthermore, consumer research showed 83 per cent of respondents said they would consider travelling to Australia after seeing the campaign, and 77 per cent said they would plan a trip in the next two years.
Acting Tourism Australia managing director Robin Mack said it was early days for the campaign, but the results to date were very encouraging.
“This campaign is showing the world a side of Australia they didn’t know, with three in four high-yielding travellers indicating there is something new in the ad they hadn’t realised Australia was known for,” Mr Mack said. “With competition for the international tourism dollar greater than ever before, this effective campaign will make sure Australia remains front of mind for travellers around the world.”
Tourism and Trade Minister Don Farrell said it was great to see the government’s $130m investment in the second chapter of Come and Say G’Day having an impact in key markets.
September overseas arrivals data published by Australian Bureau of Statistics showed that for the first time since the Covid pandemic, short-term visitors to Australia had exceeded 2019 levels.
Senator Farrell said the campaign would be in markets for two years, encouraging travellers to plan and book an Australian holiday.
“Tourism is the lifeblood of so many communities around the country and Come and Say G’day will ensure more visitors come to our shores, creating more jobs and growing our economy,” he said.
The Come and Say G’Day campaign has been ranked among the best of Tourism Australia’s marketing efforts, alongside Paul Hogan’s memorable 1984 ad and the 2018 Super Bowl Dundee campaign, featuring Chris Hemsworth.
At the other end of the scale is the 2006 Where the bloody hell are you? campaign which was banned in the US and Canada and turned off visitors from Japan, Germany and the UK.
Other campaigns such as the 2008 ad directed by Baz Luhrmann attracted criticism for using outdated stereotypes instead of contemporary culture.
Originally published as Robert Irwin’s tourism campaign delivers 374 million views for Australia
Join the conversation
RBA’s rates trajectory in focus; TPG’s second death from 000 fail
Read more
Lab-grown milk is coming – here’s what it means for mums
Read more