Digital marketing campaigns have become vital for reconnecting with global travellers, especially after the pandemic halted international travel. One of the most impactful campaigns in recent years was Tourism Australia’s “Come and Say G’Day”, which launched in late 2022.
This innovative marketing initiative leveraged the power of influencer marketing to reignite interest in Australia as a top travel destination. By tapping into influencers' authentic appeal, the campaign successfully engaged millions of people globally, blending traditional storytelling with modern-day marketing strategies.
The Vision Behind “Come and Say G’Day”
Source: YouTube
Tourism Australia’s “Come and Say G’Day” was a global campaign designed to revitalise Australia’s appeal to international visitors, particularly as the world began to recover from COVID-19 travel restrictions. It featured an ambitious, multi-channel marketing approach, utilising film, social media, and travel partnerships.
However, what made this campaign stand out was its strategic use of influencers. By partnering with both global mega-influencers and niche travel content creators, Tourism Australia ensured their message reached a diverse and engaged audience. These influencers served as trusted voices, sharing personal stories, immersive travel experiences, and behind-the-scenes content from Australia’s most iconic locations.
Key Influencer Strategy
Tourism Australia’s campaign targeted key regions, including the United States, UK, China, Japan, South Korea, India, and Europe, focusing on influencers with strong reach in these markets. Some of the most notable influencers included:
Chris Hemsworth (Hollywood actor and Tourism Australia ambassador): His involvement ensured broad mainstream media coverage and leveraged his large global following.
Nicole Warne (travel and fashion influencer): Known for her luxury travel content, Warne shared highly visual, aspirational content about Australia’s remote locations.
Chloe Morello (beauty influencer): Her lifestyle content focused on urban experiences in Sydney and Melbourne, targeting younger travellers.
By using a diverse group of influencers, Tourism Australia was able to appeal to multiple demographics, from adventure travellers to luxury tourists.
Tourism Australia set clear goals for the “Come and Say G’Day” campaign, aiming to:
Increase international travel inquiries and bookings to Australia
Rebuild Australia’s reputation as a must-visit destination post-pandemic
Drive social media engagement and user-generated content (UGC) by encouraging travellers to share their own Australian adventures using the campaign’s hashtags: #ComeAndSayGDay and #AustraliaAwaits
The campaign was measured through a combination of social media engagement metrics, brand sentiment analysis, and tourism revenue growth. According to Tourism Research Australia, the country saw a significant uptick in travel inquiries and visitor numbers in 2023, particularly from key markets like the U.S. and Europe. The campaign achieved over 170 million impressions globally within its first few months, a substantial increase from previous tourism campaigns.
How Influencer Marketing Boosted Campaign Engagement
The use of influencers in the “Come and Say G’Day” campaign was more than a superficial marketing tactic. It tapped into the deeper emotional connections that influencers build with their followers. Travel, by nature, is experiential, and audiences are more likely to be inspired by authentic, personal experiences rather than traditional advertising.
Influencers provided:
Authenticity: Sharing first-hand experiences helped audiences imagine themselves exploring Australia, fostering a more genuine connection with the destination.
Relatability: Influencers spoke to niche communities, whether through luxury, adventure, or eco-friendly travel, making Australia’s appeal more personal.
FOMO (Fear of Missing Out): By showcasing once-in-a-lifetime experiences like diving in the Great Barrier Reef or exploring Sydney’s vibrant urban scene, influencers created an urgency to travel.
These aspects combined to make the campaign highly shareable, with influencer content contributing heavily to the 500,000+ uses of the #ComeAndSayGDay hashtag across social platforms in the campaign’s first six months.
Source: Instagram
Results: Rebuilding Australia's Tourism Industry
The campaign’s use of influencers translated into tangible results for the Australian tourism industry. According to Tourism Australia’s 2023 report, international visitors grew by 43% year-on-year after the campaign launch, generating an estimated $9 billion AUD in tourism revenue by mid-2023. Notably, social media engagement saw a 20% increase compared to the pre-pandemic period, largely attributed to the influencer content.
Beyond numbers, the campaign reshaped Australia’s image as an adventurous, yet accessible destination, making it a priority for post-pandemic travellers.
Why It Worked
Emotional Storytelling: Influencers used real-life travel stories to create an emotional connection with potential visitors. This fostered an aspirational desire to explore Australia.
Targeted Demographics: By using influencers who resonate with diverse demographics—luxury travellers, adventure seekers, and cultural explorers—Tourism Australia widened its reach.
Social Proof: UGC from travellers inspired by the influencers added an extra layer of social proof. This amplified the campaign’s credibility and expanded its organic reach.
Final Thoughts
Tourism Australia’s “Come and Say G’Day” campaign set a new benchmark for influencer marketing in the travel industry. Its success in reconnecting global travellers with Australia after a difficult period highlights the power of influencers in driving tourism recovery and growth. By blending emotional storytelling, targeted strategies, and the creation of authentic experiences, the campaign reinvigorated Australia’s tourism brand and attracted millions of new visitors.
Ready to Take the Next Step?
At InfluenConnect, we are paving the way for the next generation of influencers by breaking down language barriers, making it easier for you to collaborate globally. InfluenConnect focuses on diversity, global reach, data-driven insights, and sustainability. Contact us today to explore how we can help you expand your global presence!
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