India Now Tourism Australia's Fifth-largest Market

Marking the second chapter of its global campaign, 'Come and Say G'day', TOURISM AUSTRALIA allocates 70 per cent of India media spend to digital, blending global brand identity with local Indian storytelling

- By Reema Bhaduri

Tourism Australia released the second chapter of its global campaign, 'Come and Say G'day', marking a pivot towards hyperlocal engagement in India while maintaining universal brand appeal. The campaign, released in India in August 2025, features entrepreneur and philanthropist Sara Tendulkar alongside the brand's animated mascot Ruby the Kangaroo, representing a nuanced approach to capturing India's growing travel market.

Glocal Approach

The campaign's creative storytelling highlights an understanding of modern destination marketing challenges. Rather than deploying a one-size-fits-all global message, Tourism Australia crafted a glocal approach, maintaining consistent brand DNA while allowing for market-specific storytelling.

"We launched the first chapter in 2022. It was originally a campaign to welcome the world back to Australia after being closed for two years. Now, as we refresh that messaging and tell the next chapter of Come and Say G'day', we wanted to evolve it to be a little more local in key markets," explains Susan Coghill, Chief Marketing Officer at Tourism Australia.

The shift balances global brand consistency while maintaining core brand elements -Ruby the Kangaroo and the 'Come and Say G'day' tagline while introducing local talent that resonates authentically with Indian audiences. The campaign spans connected TV, out-of-home, social and digital platforms in a full-funnel marketing approach addressing both awareness and conversion.

India Significance