Robert Irwin & Nigella Lawson Join Ruby The Roo In Tourism Australia’s Campaign

Tourism Australia has launched the second phase of its global “Come and Say G’day” campaign, backed by a $130 million investment. The initiative features localized ads across five key markets, with Robert Irwin in the U.S., Nigella Lawson in the UK, and Ruby the Kangaroo returning as mascot. Other ambassadors include Sara Tendulkar, Yosh Yu, and Abareru-kun. The campaign aims to boost international tourism by blending celebrity appeal with iconic Australian experiences. Early results from the first phase showed a 10% rise in holiday consideration and a 22% increase in flight searches, with visitor spending reaching $52.6 billion.