Tourism Australia’s first international marketing campaign since 2016 debuted on Wednesday, selecting up the place Paul Hogan left off along with his iconic “shrimp on the barbie” adverts of the ’80s and ’90s.
On the centre of the $125 million tourism push is the model’s new long-term ambassador – a small computer-generated memento kangaroo, Ruby, voiced by Australian actress Rose Byrne.
Tourism Minister Don Farrell has already dubbed Ruby “the brand new Paul Hogan” in an ABC Radio interview final week.
Nonetheless, the brand new mascot, and resurrected tagline “Come and Say G’day” (first utilized in Hogan’s 1984 marketing campaign), has been met with combined opinions.
The 60-second TV advert, which launched in tandem with an eight-minute brief movie, G’Day, that includes Ruby’s backstory, is an extension of Tourism Australia’s long-standing There’s Nothing Like Australia international model platform.
The TV business follows Ruby as she leads a toy unicorn named Louie (voiced by Canadian actor and comic Will Arnett) on an journey round Australia, taking in iconic websites together with the Nice Barrier Reef and Sydney Opera Home.
It additionally incorporates a remake of the traditional Australian anthem Down Below by Indigenous rock band King Stingray, who sing in each English and Yolŋu Matha, marking the primary time Tourism Australia has featured an Indigenous language in its promoting.
On-line, Australians do not seem satisfied the cartoon is the reply to the nation’s ailing tourism sector. Some feedback pan the advert as “embarrassing”, “lame,” and “retro”. One critic notes: “Yeah, nah…appears like a inventory character from a PS2 sport circa 2003.” One other compares it to “12 months 5 class work”.
Phil McDonald, managing director of artistic company BCM Group, mentioned he wonders if Australians will see themselves within the marketing campaign.
“Would they really feel pleased with the work and assume that it represents them? In the event that they do, then you definately’ve obtained one thing that displays the authenticity of that place,” mentioned McDonald.
Nonetheless, Australians need not just like the marketing campaign for it to work, factors out Kirsty Muddle, chief government of Dentsu Artistic.
“This isn’t for us. It is for the remainder of the world. What issues is that they prefer it,” Muddle mentioned.
“Leaning into apparent and, probably, nicely researched symbols of Australia like kangaroos and an Australian track the place a lot of the world can sing the refrain, makes it simply accessible to a worldwide viewers.
“Ruby is Australia’s digital id, it helps deliver out our character and makes it accessible to East, West and something in-between. I believe she’s pleasant, it is not about making this humorous,” she mentioned.
John O’Sullivan, chief government of Expertise Co and former Tourism Australia managing director, mentioned bringing again Hogan’s “Come Say G’day” line is wise, and it is unfair to check Ruby and Hogan.
“I believe they’ve actually purposely gone again to these iconic photos of Australia that the remainder of the world is aware of us for,” mentioned O’Sullivan.
It is a deliberate tactic, amid probably the most aggressive tourism market ever confronted, in response to Margy Osmond, chief government of Tourism Transport Discussion board Australia.
“If you are going to lower by way of within the worldwide market now it has to say instantly that is about Australia, and there is not any doubt Ruby the roo does precisely that,” mentioned Osmond. “They want one thing that reminds everyone what a stunning, pleasant place that is to come back to.”
Tourism Australia managing director Phillipa Harrison mentioned the marketing campaign had examined nicely in the entire organisation’s 15 key markets forward of its star-studded international launch in New York on Wednesday.
“The factor that we actually like about this marketing campaign is the flexibility of it. Ruby is one thing that appeals to Japanese and Western markets, she will be voiced in English, however can be voiced in different languages,” mentioned Harrison. “The marketing campaign is so versatile, it actually does imply we are able to dial up completely different parts relying on what resonates, by market.”
The marketing campaign comes at a vital time, with worldwide customer numbers for the 12 months ending June 2022 slumping to 14 per cent of pre-COVID ranges, and complete spend all the way down to 22 per cent.
Previous to the COVID pandemic, Australia recorded 9.5 million worldwide guests yearly, spending $45.4 billion.
