Tourism Australia and Qantas join hands on travel campaign blitz

Tourism Australia and Qantas have partnered up for their "Come and Say G’day" campaign and invite Singaporean travellers to Australia. The multi-market partnership, which will commence in Singapore from 14 November, will include a range of joint activities including a series of new co-created TVCs run on Mediacorp channels, followed by online channels including Viu, YouTube and Meta – all designed to inspire travellers to plan and book an Australian adventure.

The new co-created TVC sees Tourism Australia’s brand ambassador, Ruby, a souvenir kangaroo who is brought to life with CGI animation, onboard a Qantas aircraft enjoying the warm Australian hospitality offered by Qantas.  Qantas Group's CMO Petra Perry explained that the partnership encourages international visitors to discover regional centres as well as its major gateway cities.  Perry added in addition to driving inbound visitation, the campaign is building awareness that international tourists can easily travel directly to Australia and explore over 65 destinations across the country when they choose to fly with Qantas.

Tourism Australia’s South and Southeast Asia regional GM, Brent Anderson added the partnership is designed to encourage travellers to come and say :G’day: and have a trip of a lifetime Down Under.

“South and Southeast Asian travellers have been critical to Australia’s recovery this year. When they travel with Qantas, they will not only receive a warm Aussie welcome from staff, but will also be able to watch G’day the short film, as part of the inflight experience before they land. We are excited to embark on this meaningful partnership and look forward to converting the strong demand for Australia within the region to bookings,” Anderson said.

The G’day the short film follows the unlikely adventure story of Ruby, voiced by beloved Australian actor Rose Byrne, and a toy unicorn, Louie, voiced by actor Will Arnett as they travel around Australia visiting iconic sites.

Tourism Australia will work with Qantas in 10 international markets, including USA, Canada, United Kingdom, Italy, Japan, South Korea, New Zealand, Singapore, Indonesia and India. In 2020, Qantas launched its video that celebrates 100 years of its history and featured the '80s mullet and '70s moustaches right through to '40s flying boats and '20s propeller aircraft. 

The safety briefing was delivered by the Qantas crew in carefully recreated historical settings, including onboard aircraft and in airport terminals. Alastair Fysh, the grandson of Qantas co-founder Sir Hudson Fysh, also made a cameo appearance.

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