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Anita Manfreda, Senior Lecturer in Tourism, Torrens University Australia

Still throwing shrimp on the barbie: why is Tourism Australia’s advertising stuck in 1984?

Tourism Australia Australia

Tourism Australia

Tourism Australia has just launched its latest global A$130m campaign, “Come and Say G’day”. It’s a sequel to the 2022 ad featuring brand ambassador Ruby the Roo.

The ad is a feast of sweeping drone shots, saturated colours, iconic landmarks and feel-good energy. Friendly animals, iconic landscapes and a familiar message: come and say g’day.

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