Sara Tendulkar, daughter of cricket legend Sachin Tendulkar, has been chosen as the brand ambassador for Australia’s new tourism campaign called ‘Come and Say G’day’.
Here’s what you need to know about the campaign:
1. Big Budget Campaign
The Australian government is spending $130 million on this global tourism campaign to attract international visitors to explore Australia.
2. Launch Date and Countries
The campaign will first launch in China on August 7, and will later be rolled out in other major countries like India, the US, UK, and Japan by the end of this year.
3. Sara Tendulkar Represents India
Sara Tendulkar has been selected to represent the campaign in India. She is known not only as the daughter of Sachin Tendulkar but also as an entrepreneur and philanthropist.
4. Global Celebrity Line-Up
To connect better with different countries, well-known celebrities are part of the campaign:
- Robert Irwin (son of Steve Irwin) will represent the US
- Nigella Lawson, a famous food writer, will represent the UK
- Yosh Yu will be seen in China
- Abareru-kun, a comedian, will represent Japan
- Thomas Weatherall, an Australian actor, will also be part of the ads
5. Tailored for Each Country
According to Tourism Australia’s Managing Director Phillipa Harrison, the campaign will be customized for each country, showing experiences that appeal to travellers from that region. Sara and other global stars will join the campaign’s mascot ‘Ruby the Roo’ to invite people to visit Australia.
This is the second phase of the campaign, originally launched in October 2022, and will continue for the next two years. The total budget for the campaign since its beginning now stands at $255 million.
