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Say G’day to Tourism Australia’s new brand ambassador

TOURISM Australia’s new brand ambassador, Ruby the Roo, has bounced onto a major billboard in Tokyo today as the face of a new global campaign.

The Minister for Trade and Tourism, Senator the Hon Don Farrell, was present to jump-start the computer-generated kangaroo’s world tour onto billboards in Singapore, London and New York ahead of the campaign’s official launch on 19 October.

The marketing push, which is the latest instalment of Tourism Australia’s There’s Nothing Like Australia global brand platform, will boost Australia’s visitor economy by enticing international travellers to ‘Come and Say G’day’.

Tourism Australia Managing Director, Phillipa Harrison, said the multi-channel campaign aims to convert pent-up demand into bookings, and will “make Australia stand out today and in the long term” in an increasingly competitive tourism landscape.

“We know that Australia consistently ranks high on people’s consideration list, but we need to get travellers to take that critical next step and book their holiday to Australia to experience everything we have to offer,” Harrison said.

Ruby the Roo will be brought to life with CGI animation and voiced by Australian actress and Tourism Australia Ambassador, Rose Byrne, in English-speaking markets, while local artists will lend the Aussie mascot a voice in non-English speaking cities.

“The use of an animated character in Ruby was a deliberate move that aims to cut through the clutter of destination marketing internationally and it is backed by research,” Chief Marketing Officer Susan Coghill explained, adding that the character is an apt representation of Australia’s “globally recognisable and adorable icon”.

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