Ready for a tourism ad that actually makes you smile? Watch Robert Irwin charm the world
- Replies 18
Robert Irwin has swapped the croc-wrestling gear for a wide-brimmed hat and a four-wheel drive—and he’s taking the world along for the ride.
Australia’s most beloved wildlife warrior is now fronting a blockbuster tourism campaign that could change how the world sees the land Down Under.
And this time, the spotlight isn’t just on the animals—it’s on the outback, the accents, and a missing phone.
Tourism Australia unveiled Robert Irwin as the face of its newest global marketing blitz, a $130 million campaign aimed at luring overseas visitors.
A high-energy three-minute advertisement featured the 20-year-old conservationist rescuing a stranded American tourist in the middle of the desert.
‘G’day mate, just going for a stroll?’ Robert asked the sunburnt traveller crawling through the sand.
‘An emu took my phone,’ came the bewildered reply.
‘Well, we better go find it,’ Robert responded, before the pair set off together in search of the bird.
The comedic ad leaned into Australia’s quirks and clichés—from 'throw a shrimp on the barbie' to sweeping shots of red sand dunes and rugged bushland.
Tourism Minister Don Farrell said the campaign built on an already successful formula and praised Robert’s involvement.
‘I know this iteration, featuring popular talent like Robert Irwin, will be a smash,’ he said.
The ad premiered on social media and was part of a broader ‘Come and Say G’day’ campaign, which also starred British chef Nigella Lawson, Chinese actor Yosh Yu, and Japanese comedian Abareru-kun.
Source: Youtube/Australia
Each celebrity led a version of the campaign tailored for their home country, with content set to roll out across television and digital platforms in five major international markets.
An early teaser debuted in July during Prime Minister Anthony Albanese’s diplomatic visit to China, while the full Chinese campaign was scheduled to launch Thursday.
The new push came on the back of Australia’s growing tourism numbers, with international visitors expected to reach 10 million by 2026 and 11.8 million by 2029.
Tourism already supported more than 700,000 jobs and 360,000 businesses across the country.
It wasn’t the first time Robert Irwin lent his face—and reputation—to a tourism effort.
In 2023, he joined animated icon Bluey for a $9.2 million campaign by Tourism and Events Queensland.
That promotional video opened with Robert asking: ‘Ever wish you could live in Bluey’s world? Well, that’s all of Queensland!’
He then launched a red balloon into the sky, kicking off a round of 'keepy uppy' as the balloon drifted across iconic Queensland landmarks like the Great Barrier Reef, the Gold Coast, and the outback.
That effort was a collaboration with BBC Studios in the UK and targeted international audiences with a love for Australia’s charm.
Robert’s new role marked a significant step into the global spotlight, not as a conservationist, but as a cultural ambassador for the entire nation.
If you enjoyed seeing a lighter, more cheerful side of tourism campaigns, there’s more good news where that came from.
One familiar face from the wildlife world has just stepped into a new role that’s making headlines—and it’s tied to a bigger effort to promote travel and connection.
His latest move comes on the heels of an unsettling experience, but he's turning it into something positive.
Read more: Robert Irwin unveils bold new career move after shocking scam ordeal
Could Robert Irwin’s charm be the key to Australia’s next tourism boom?
Australia’s most beloved wildlife warrior is now fronting a blockbuster tourism campaign that could change how the world sees the land Down Under.
And this time, the spotlight isn’t just on the animals—it’s on the outback, the accents, and a missing phone.
Tourism Australia unveiled Robert Irwin as the face of its newest global marketing blitz, a $130 million campaign aimed at luring overseas visitors.
A high-energy three-minute advertisement featured the 20-year-old conservationist rescuing a stranded American tourist in the middle of the desert.
‘G’day mate, just going for a stroll?’ Robert asked the sunburnt traveller crawling through the sand.
Robert Irwin leads new $130m tourism push. Image source: Youtube/Australia
‘An emu took my phone,’ came the bewildered reply.
‘Well, we better go find it,’ Robert responded, before the pair set off together in search of the bird.
The comedic ad leaned into Australia’s quirks and clichés—from 'throw a shrimp on the barbie' to sweeping shots of red sand dunes and rugged bushland.
Tourism Minister Don Farrell said the campaign built on an already successful formula and praised Robert’s involvement.
‘I know this iteration, featuring popular talent like Robert Irwin, will be a smash,’ he said.
The ad premiered on social media and was part of a broader ‘Come and Say G’day’ campaign, which also starred British chef Nigella Lawson, Chinese actor Yosh Yu, and Japanese comedian Abareru-kun.
Source: Youtube/Australia
Each celebrity led a version of the campaign tailored for their home country, with content set to roll out across television and digital platforms in five major international markets.
An early teaser debuted in July during Prime Minister Anthony Albanese’s diplomatic visit to China, while the full Chinese campaign was scheduled to launch Thursday.
The new push came on the back of Australia’s growing tourism numbers, with international visitors expected to reach 10 million by 2026 and 11.8 million by 2029.
Tourism already supported more than 700,000 jobs and 360,000 businesses across the country.
It wasn’t the first time Robert Irwin lent his face—and reputation—to a tourism effort.
In 2023, he joined animated icon Bluey for a $9.2 million campaign by Tourism and Events Queensland.
That promotional video opened with Robert asking: ‘Ever wish you could live in Bluey’s world? Well, that’s all of Queensland!’
He then launched a red balloon into the sky, kicking off a round of 'keepy uppy' as the balloon drifted across iconic Queensland landmarks like the Great Barrier Reef, the Gold Coast, and the outback.
That effort was a collaboration with BBC Studios in the UK and targeted international audiences with a love for Australia’s charm.
Robert’s new role marked a significant step into the global spotlight, not as a conservationist, but as a cultural ambassador for the entire nation.
If you enjoyed seeing a lighter, more cheerful side of tourism campaigns, there’s more good news where that came from.
One familiar face from the wildlife world has just stepped into a new role that’s making headlines—and it’s tied to a bigger effort to promote travel and connection.
His latest move comes on the heels of an unsettling experience, but he's turning it into something positive.
Read more: Robert Irwin unveils bold new career move after shocking scam ordeal
Could Robert Irwin’s charm be the key to Australia’s next tourism boom?
.png){kind=icon}
