Tourism Australia launched a A$130m campaign titled "Come and Say G'day", featuring drone shots, iconic landscapes, and celebrity endorsements tailored for various markets. Notable figures include Robert Irwin and Nigella Lawson. However, the campaign relies heavily on nostalgic images of Australia, reflecting a long-standing tradition of cultural clichés in tourism advertising. This approach harkens back to Paul Hogan's famous 1984 campaign that shaped perceptions of Australia, offering a portrayal that seems outdated as the world moves toward 2025.
Tourism Australia has just launched its latest global A$130m campaign, "Come and Say G'day". It features celebrity endorsements and showcases iconic landmarks and landscapes.
Despite its polish, the campaign recycles old-school imagery of quirky, sunny Australia, offering a nostalgic view that feels stuck in 1984 rather than tuned to 2025.
Australian tourism ads have long leaned on a small set of cultural clichés, with Paul Hogan's 1984 "shrimp on the barbie" campaign being the most famous.
Subsequent campaigns continued to echo the same stereotypes, sometimes ironically and sometimes earnestly, as seen in the controversial "So where the bloody hell are you?" line.
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