New Tourism Australia campaign looks to leverage FIFA Women's World Cup 2023

Tourism Australia has today launched a special instalment of its global Come and Say G’day campaign, which will feature around the world in key international tourism markets participating in the FIFA Women’s World Cup 2023.

The new Holiday Highlights campaign will show international audiences, tuning in to watch the action in this year’s Women’s World Cup, the breadth and depth of unique travel destinations and experiences found in Australia.

Advising that the new campaign highlights what Australia has to offer while the global spotlight is on our country for the month-long tournament, Federal Minister for Trade and Tourism, Don Farrell, stated “with the world’s attention turning to Australia throughout the FIFA Women’s World Cup, it is a perfect moment to showcase Australia and invite international travellers to come and experience our amazing country said.

“This Holiday Highlights campaign will be seen in key Tourism Australia markets of countries competing in the tournament, including the United Kingdom, United States, Canada, Germany, Japan and South Korea."

Tourism Australia Managing Director, Phillipa Harrison said the hosting of the tournament comes at a significant an important time for Australia’s tourism industry, noting “major events, such as the Women’s World Cup, provide us with the opportunity to showcase Australia’s incredible tourism experiences to billions around the world and encourage people to plan and book an Australian holiday.”

“This tournament comes at a crucial time, with Australia’s tourism industry steadily rebuilding from the impacts of the global pandemic, and we hope the Holiday Highlights campaign inspires football fans to visit Australia after the final whistle has blown.”

The new chapter builds on the momentum of the Come and Say G’day campaign using Tourism Australia brand ambassador Ruby the Roo and recognisable destinations like Bondi Beach and the Great Barrier Reef in broadcast advertisements of 15 and 30 second.

They see Ruby return as a sports commentator reporting on the breadth of destinations and experiences on offer across Australia along with rising stars from Queensland Indigenous Football’s young women's team under a starry night sky on a Gold Coast beach.

Ruby is voiced by Australian actress and Tourism Australia’s global ambassador Rose Byrne.

Ruby was introduced to the world via a live-action animated short film titled G’day, and a multichannel Come and Say G’day campaign, which launched in 15 key international markets last October.