Letting the marketing effectiveness rulebook do the talking: Tourism Australia CMO Susan Coghill and Mark Ritson on why Say G’Day’s success has silenced doubters – and will keep rolling for years

The naysayers scoffed when Tourism Australia made a CGI Kangaroo and 1984’s Say G’Day tagline the main roll of a $125m tax-funded bet to bring the world back to Australia after three years of fire and plague. One year on, those “doofuses” are eating their words, per Mark Ritson, as the kangaroo eliminates misattribution, boosts consideration, delivers travellers in droves, primes high spending tourists to plan trips for next year and beyond, and remains at the very top end of System1’s effectiveness league table. Funnily enough, say Ritson and Tourism Australia CMO, Susan Coghill, following the marketing effectiveness playbook actually works – and the armchair critics were never the intended target. While Tourism Australia is now heading into a statutory review of its creative agency roster, don’t expect much to change platform-wise – which means more budget to keep hammering the message home, building brand and delivering demand. Ritson reckons it could run for 20 years without wearing out. Coghill’s planning for at least four. Here’s how Coghill did her homework, sold it in to stakeholders, went to market and how it’s tracking – and why, per Ritson, 20-30 per cent of marketers will never make the top grade because they cannot get comfortable with imperfect marketing datasets.See omnystudio.com/listener for privacy information.