Nigella Lawson Joins Robert Irwin in Bold New Tourism Australia Campaign
Alright, have you seen the latest buzz from Tourism Australia? They’ve just rolled out a huge new international campaign that’s got some pretty big names front and centre — and yes, Nigella Lawson is one of them! Alongside wildlife ambassador Robert Irwin, she’s been recruited to help entice global travellers to head Down Under in what’s being called Chapter Two of their “Come and Say G’Day” campaign.
So here’s the deal. Tourism Australia is investing a whopping $130 million into this new campaign. It’s not just your typical glossy montage of beaches and wildlife — although there’s still plenty of that. This time, it’s all about localisation. Instead of having one global celebrity representing all markets, they’ve picked familiar faces from different countries to really connect with each specific audience. Nigella Lawson, of course, is leading the charge for the UK crowd, bringing her charm to a beautiful winery lunch scene in Western Australia's Margaret River. Classic Aussie vibes, with a foodie's twist. And yes, there’s even a tongue-in-cheek nod to that old Paul Hogan line — “throw another shrimp on the barbie” — which gets corrected to “prawns,” because, you know, Aussie authenticity.
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Meanwhile, Robert Irwin brings a bit of adventure and humour to the American market, racing through South Australia's Lincoln National Park and saving a tourist from a cheeky emu. Other familiar faces include Indian influencer Sara Tendulkar, Chinese actor Yosh Yu, and Japanese comedian Abareru-kun — each featured in versions of the ad that reflect what visitors from their home countries might dream of experiencing in Australia.
It’s all wrapped around Ruby the Roo, the campaign’s animated kangaroo mascot, and tied together by some spectacular shots of iconic Aussie locations — think the Great Barrier Reef, Sydney Opera House, Watson’s Bay, Uluru, and even the Southern Lights in Tasmania.
According to Tourism Australia's CMO, Susan Coghill, the aim is to smash the “sea of sameness” that tends to dominate tourism ads. And the approach seems to be working — since the original campaign launched in 2022, Australia has seen a noticeable uptick in travel interest from key markets like the US, UK, and China. They’re not just throwing money at it either; they’re tailoring the message, blending local charm with global appeal, and giving audiences a real taste of what it feels like to be in Australia.
So whether it’s gourmet food with Nigella or wild escapades with Robert Irwin, this campaign is putting a fresh spin on the classic Aussie welcome — and it’s definitely turning heads.
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