Tourism Australia flaunts Australia’s ‘unbeatable’ holidays to Brits following Matildas’ loss

Tourism Australia flaunts Australia’s ‘unbeatable’ holidays to Brits following Matildas’ loss

We may not have snagged the win on Wednesday, but Australia certainly has the better holidays.

At least, that’s what Tourism Australia has declared via its new Women’s World Cup ad following the 3-1 defeat the Matildas suffered against the English Women’s football team – or the Lionesses.

The campaign features a picture of the Come and Say G’day brand ambassador with some female beach footballers alongside the line: “At least our holidays are unbeatable. Well done England. Come and Say G’day.”

The ads began following the match and will run across national UK media, including The Times, The Telegraph and Metro. They will also feature in select digital out-of-home locations across London, Manchester, Liverpool and Birmingham for 48 hours.

“Even though the result did not go Australia’s way on Wednesday night we still wanted to harness the important cultural moment the match presented,” Tourism Australia chief marketing officer Susan Coghill said.

“We built up the clash in the morning papers in the UK, with bespoke creative, and when the final whistle blew, our Out of Home creative congratulating England went live.

“We wish England all the best in the final on Sunday and hope that, regardless of the result, UK travellers decide to Come and Say G’day.”

M&C Saatchi Sydney created the strategic concept alongside Tourism Australia’s Studio who produced the creative. Media was handled by UM.

Flashing the new ad on LinkedIn, Tourism Australia said that it was “Bursting with pride.”

“Although the final whistle didn’t go our way, our mighty #matildas have made history in the FIFA Women’s World Cup Australia & New Zealand 2023™ showcasing true Aussie grit against our mates the #Lionesses,” Tourism Australia wrote.

“With every match, they ignited our national spirit, setting the crowd atmosphere ablaze with unmatched energy. Chin up, #Aussies – at least our holidays are unbeatable! Rematch soon, #Lionesses? 🏆⚽”

Check out our previous coverage of the Women’s World Cup ‘Come and Say G’Day’ campaign here.

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