Sara Tendulkar, daughter of famed cricketer Sachin Tendulkar, has been named a brand ambassador for Australia’s new tourism initiative, the “Come and Say G’day” campaign.
Sara Tendulkar, daughter of legendary Indian cricketer Sachin Tendulkar, has been appointed as a brand ambassador for the Australian government’s ambitious tourism campaign, “Come and Say G’day.” This announcement marks a significant move by the Australian Tourism Ministry to revitalize its global tourism efforts.
The campaign, with a substantial investment of $130 million, is designed to lure international travelers to experience the diverse attractions that Australia offers. Initially, it will launch in China on August 7, with plans to expand into other significant international markets by the year’s end.
Among the intriguing elements of the “Come and Say G’day” campaign is its eclectic mix of brand ambassadors and mascots intended to resonate with a broad spectrum of global audiences. Ruby the Roo, the campaign’s original mascot, will be joined by a cast of international figures to create unique tourism invitations tailored to each target market.
Phillipa Harrison, Managing Director of Australian Tourism, expressed enthusiasm about Sara Tendulkar’s role, noting her status as an “entrepreneur and philanthropist” and her appeal to the Indian audience. Besides Tendulkar, the campaign will feature Australian wildlife conservationist Robert Irwin, son of the late Steve Irwin, for the U.S. market.
In the United Kingdom, the campaign spotlights food writer and television chef Nigella Lawson. Other personalities include actor Yosh Yu in China and Japanese comedian Abareru-kun. Additionally, Australian actor Thomas Weatherall will appear in the new series of advertisements.
Harrison highlighted that these international stars, combined with local Australian talent, are expected to craft tailor-made invitations for five major markets, each showcasing the unique tourism offerings travelers seek.
This latest effort is the second chapter of the “Come and Say G’day” campaign, which initially launched in October 2022. Spanning the next two years, this new phase brings the total investment by the Australian federal government in the campaign to $255 million since its inception.
This initiative reflects Australia’s commitment to boosting its tourism industry by engaging globally recognized personalities and creating culturally relevant marketing strategies to appeal to diverse audiences.
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