Sara Tendulkar appointed brand ambassador for $130 mn Australian tourism campaign

The Australian government is set to launch a new tourism campaign featuring legendary Indian cricketer Sachin Tendulkar's daughter Sara Tendulkar.

The $130 million campaign, named Come and Say G-day, is aimed at encouraging international travelers to plan and book an Australian holiday. It will first go live in China on August 7, while it will progressively roll out in other key markets before the end of the year.

In the new TV and online video advertisements brand ambassador Ruby the Roo will be joined by talent well-known to audiences in the US, UK, China, India and Japan, Australian Ministry of Trade and Tourism said in a statement.


While Sara Tendulkar will feature in the campaign set to launch in India, other popular faces include Australian wildlife conservationist Robert Irwin, who is the son of legendary Steve Irwin, for the campaign in the US. Food writer and TV cook Nigella Lawson will star in the UK. Actor Yosh Yu in China and Comedian Abareru-kun in Japan/ Australian actor Thomas Weatherall will also feature in the new advertising creative.

"The new campaign features Australian wildlife conservationist Robert Irwin in the US; food writer and TV cook Nigella Lawson in the UK; actor Yosh Yu in China; entrepreneur and philanthropist Sara Tendulkar in India; and media personality and comedian Abareru-kun in Japan," Tourism Australian Managing Director Phillipa Harrison said.

"These international stars combine with local talent, including Australian actor Thomas Weatherall and Ruby the Kangaroo, to create bespoke invitations for five markets that are tailored for each country to showcase the sort of tourism experiences travellers are looking for," Phillipa added.

This is the second chapter of Come and Say G'day and it builds on the global campaign which launched in October 2022.

The campaign, which will run for the next two years, will take the total investment by the Federal Government in Come and Say G'day to $255 million since 2022.