The FIFA Women’s World Cup presented the perfect opportunity to show off Australia as more than just the host country, but as a destination, full of spirit, sights to see and incredible people. To drive mass attention and inspire Brits to travel, we knew we needed an idea that took us beyond the sports pages.

Enter Andy Milne, who became a viral sensation and media darling at the FIFA World Cup Qatar for his boundless energy and uncanny resemblance to Steve McLaren. While a regular at every men’s World Cup, he’d never been to a Women’s World Cup.

To demonstrate the nation’s warm and welcoming spirit, Tourism Australia invited Andy to ‘Come and Say G’day’ and experience his very first Women’s World Cup.

Our approach was simple – striking images of Andy’s instantly recognisable face in an unmistakably Aussie location. We timed the announcement to land with UK media on the day of the Opening Ceremony, knowing their appetites for World Cup stories would be stronger than ever.

The announcement drove mass national news coverage among the British tabloids and the sunny, blue skies of Sydney accompanied by Andy’s smiling face were everywhere to be seen.