Tourism Australia Welcomes a Decade of Global Sporting Events with the FIFA Women’s World Cup

This week, Tourism Australia is launching a special instalment of its global Come and Say G’day campaign in celebration of the incredible decade of global sporting events to be hosted by Australia, including the FIFA Women’s World Cup 2023™ which kicks off this week.

The new Holiday Highlights campaign recaps iconic Australian experiences as if they were sporting replays, showcasing the country’s remarkable destinations and friendly locals, inviting international travellers to plan their next holiday to Australia.

To celebrate Australia’s place in the global spotlight during the month-long World Cup tournament, the new campaign encourages visitors to go beyond the stadiums and sporting matches and immerse themselves in Australian culture and experiences.

Tourism Australia managing director Phillipa Harrison said the first Women’s World Cup to be held in the Southern Hemisphere is a big opportunity for Australia’s tourism industry.

Phillipa said, “With games to be hosted in five cities across Australia, the FIFA Women’s World Cup is a momentous occasion to put Australia’s distinctive and diverse holiday experiences on the world stage, as billions tune in to the tournament around the globe.” 

“The FIFA Women’s World Cup is just the beginning of a huge line up of major sporting events taking place across Australia over the next decade. From the 2025 British & Irish Lions Tour, to the 2032 Brisbane Olympics, Australia is excited to welcome sports fans from all over the world, and invites visitors to plan an unforgettable holiday.”   

In the spirit of welcoming football fans from all over the world, Tourism Australia also revealed that England’s own fan-favourite, Andy Milne, is in Australia to cheer on the Lionesses. Widely known as ‘that World Cup guy’, Andy shot to fame during the 2022 World Cup in Qatar due to his lovable enthusiasm and likeness to former English football player Steven McClaren. Andy and his daughter, Laila, who is currently living in Sydney on a working holiday, are attending the Women's World Cup for the first time together.

Sally Cope, Tourism Australia’s regional general manager for UK & Northern Europe said, “Sport is a big part of Aussie culture and we love how it brings people together. When we heard about Andy, someone who has been a passionate supporter of football for decades and gets so much enjoyment out of meeting new people while he cheers on his home country, we knew we had to invite him to come and say g’day and be part of the Women’s World Cup.”

Holiday Highlights sees the return of Tourism Australia’s brand ambassador, Ruby the souvenir kangaroo, voiced by Australian actress and Tourism Australia’s global ambassador Rose Byrne. Ruby was introduced to the world via a live-action animated short film titled G’day, and a multichannel Come and Say G’day campaign, which launched in 15 key international markets last October. 

Tourism Australia chief marketing officer Susan Coghill said it was important to harness a cultural moment that could build on the momentum of the Come and Say G’day campaign.  

“With the world’s eyes on Australia during the Women’s World Cup, this was the perfect moment to cast the warm Aussie welcome into the global spotlight. Once again using a distinctive character like Ruby, and recognisable destinations like Bondi Beach and the Great Barrier Reef, our winning formula reminds consumers what they already know and love about Australia, and extends a warm invitation to visit.” 

In the new Holiday Highlights TVC (30-second and 15-second), Ruby returns as a sports commentator alongside an emu character from the G’day short film, reporting on the breadth of destinations and experiences on offer across Australia. The TVC also features rising stars from Queensland Indigenous Football’s young female team who are playing kickabout under a starry night sky on a Gold Coast beach.

The CEO of Queensland Indigenous Football, Damian Munday, is immensely proud to team up with Tourism Australia to showcase the warm Aussie welcome to the world, and celebrate women in sport.    

“It is incredibly exciting for our foundation and our young female players to be part of Tourism Australia’s global activity around the FIFA Women’s World Cup," Damian said. "This is also a unique opportunity to raise awareness of our mission to create more access to football opportunities for young Indigenous Australians.”  

Alongside the TVC, Holiday Highlights will be supported by print and high-impact Out of Home (OOH) advertising placements, plus social, digital and editorial initiatives globally. The campaign launches with paid activity today in key international markets including the United Kingdom, United States, Germany and Japan.