AusLeisure

Federal Trade and Tourism Minister Don Farrell has revealed the new brand ambassador for Tourism Australia - a computer-generated kangaroo named Ruby - as part of an upcoming global marketing campaign.

Ruby, revealed on a digital billboard in Shinjuku in Tokyo,  “will hop onto billboards” around the world over the next week, building anticipation ahead of Tourism Australia’s ‘Come and Say G’day’ campaign launch.

Brought to life with CGI animation, Ruby, the souvenir kangaroo, will also appear on billboards in Singapore, London and New York.

Ruby will translate across both English and non-English speaking tourism markets, with Australian actress Rose Byrne to be the English voice of Ruby and Japanese actress Maryjun Takahashi to be the voice of Ruby in Japan.

The new campaign is the next instalment of Tourism Australia’s global ‘There’s Nothing Like Australia’ brand platform. It will showcase Australia’s most iconic destinations and support the nation’s tourism industry’s recovery by converting the pent-up demand for an Australian holiday into bookings.

Pre-pandemic Australia welcomed 9.5 million international visitors annually, spending $45.4 billion and Japan was Australia’s fifth largest market with Australia welcoming 499,000 Japanese travellers spending $2.1 billion in 2019.

Tourism Australia’s global campaign, 'Come and Say G’day', will officially launch on Wednesday, 19th October 2022 in New York, and roll out across 15 key international markets.

Images Ruby the Kangaroo (top) and Federal Trade and Tourism Minister Don Farrell revealing the new brand ambassador (below).

Related Articles

3rd October 2021 - Tourism Australia revises Aussie Specialist Program

19th May 2021 - ATEC and Tourism Australia encourage export businesses to participate in Korea Host program

19th April 2021 - Business Events Council of Australia welcomes Tourism Australia’s continued support

15th April 2021 - Tourism Australia reveals extra support for the business events sector

7th April 2021 - Tourism Australia launches National Experience Content Initiative

11th February 2021 - Tourism Australia launches new campaign to boost business events across Australia

19th January 2021 - Tourism Australia Managing Director predicts top global travel trends for 2021

17th November 2020 - Tourism Australia research shows cautious optimism in planning domestic events

6th November 2020 - Tourism Australia’s Business Events Boost Program awards 86 successful applicants

10th September 2020 - Applications closing for Tourism Australia’s Business Events Boost Program 

21st August 2020 - Tourism Australia appointment to drive future growth

22nd June 2020 - Tourism Australia launch new program to support domestic business events sector 

27th April 2020 - Tourism Australia revises Business Events Advance Program to support industry in COVID-19 recovery

18th February 2020 - Tourism Australia’s Business Events enhances presence at AIME 2020

23rd January 2020 - Tourism Australia launches $20 million campaign to support bushfire affected industry

10th January 2020 - Tourism Australia looks to reassure visitors with information on bushfire impacts

30th October 2019 - Tourism Australia launches new campaign ‘Come Live our Philausophy’

13th September 2019 - Tourism Australia confirms Phillipa Harrison as new Managing Director

14th June 2019 - Tourism Australia partners with EEAA to support sustainability initiative

6th May 2019 - Staff shake up at Tourism Australia

---

Support our industry news service
We hope that you value the news that we publish so while you're here can we ask for your support?

As an independent publisher, we need reader support for our industry news gathering so ask that - if you don't already do so - you back us by subscribing to the printed Australasian Leisure Management magazine and/or our online news.