tourism australia ruby

Creative Advertising

Ruby the toy kangaroo says 'g'day' in tourism australia's epic marketing film, the character has been revealed as the new brand mascot in the first global campaign since 2016.

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Australia wants the world to know that it is a place to see its incredible sights and make friends through the release of a global marketing campaign fronted by a toy kangaroo and unicorn who are on an adventure to explore the country.

Titled “Come and Say G’day”—the campaign from Tourism Australia is led by a nine-minute hero film featuring the adventure of the country’s new brand ambassador Ruby, who is voiced by Australian actress Rose Byrne and her companion Louie, voiced by Will Arnett.

The film, which bares comparison to the works of Pixar in its use of lovable CGI characters, sees the pair’s first meeting as they escape a souvenir store together to help Ruby explore the country on her t-shirt. Along the way, they visit some of Australia’s most stunning locations and bond as friends through their experiences together.

This is the country’s first global campaign since 2016 and follows the lengthy closing of its borders to visitors during the Covid-19 pandemic. It was created by M&C Saatchi Sydney and the film was directed by Michael Gracey, who helmed The Greatest Showman and produced by Finch. Global media is being handled by UM with digital activity overseen by Digitas and PR by Poem and Ogilvy PR. Social media activity will be run by Apparent.

Running across 15 key markets, Ruby will appear across the campaign assets from 60-, 30- and 15-second TV ads, alongside print, social media and digital content, as well as 3D billboard and out-of-home activations.

Susan Coghill, Tourism Australia’s chief marketing officer, described the new brand ambassador as both “a joyful way to showcase the warm and welcoming nature of Australia, and to instantly connect with international audiences.”

She added: “The use of an animated character, such as Ruby, was a deliberate move that aims to cut through the clutter of destination marketing internationally. Ruby is a versatile fluent brand device that can live across all platforms and channels.”

The launch of the film on YouTube followed in-market media and viewing events in New Yori, Tokyo, Singapore, Mumbai, Frankfurt, Berlin, Paris and London.

“In tourism, advertising misattribution of destinations is extraordinarily high, and the use of famous and recognizable Australian icons, such as a kangaroo, Uluru, Sydney Opera House and the Great Barrier Reef throughout the campaign, ensures our assets are undeniably Australian. It reinforces existing memory structures with consumers and reminds them of what they already know and love about Australia,” added Coghill.

Cam Blackley, chief creative officer at M&C Sydney, added: “Campaigns of this scale and importance rarely come around, and we feel blessed to have been entrusted with the creation of another epic that will help rejuvenate the tourism industry. This campaign is purpose-built to work for audiences from east to west, above and below the equator and easily flex for cultural nuisances and sensitivities.”

What Tourism Australia Learned From Creating a Fake Dundee Movie That Promoted the Country

Film Director – Michael Gracey

Creative – M&C Saatchi Sydney

Production Company, Film and TVC – FINCH Company

Animation Company – Platige

TVC Music Score – King Stingray / Level Two Music 

Film Music Score – Jonathan Dreyfus and Amy Andersen, including William Barton, Frank Yamma, the Marliya Gondwana Indigenous Girls Choir and Iwiri Choir. 

Media – UM (Global team)

Digital – Digitas 

Public Relations – Poem (Global agency) / Ogilvy PR

Social – Apparent

Stephen Lepitak

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• [email protected]

Stephen is Adweek's Europe bureau chief based in Glasgow.

500 ❨aka 'Huh?'❩

there's no easy way to say this...

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Our new tourism ambassador Ruby the Roo isn't the first to sell Australia to the world - remember these ads?

The world is being introduced to australia's newest tourism ambassador — a kangaroo named ruby. but prior to this pouched promoter, the nation has been sold to travellers in a number of different campaigns..

Ruby the Roo (centre, bottom left) is the nation's newest tourism ambassador, who is voiced by actor Rose Byrne (centre). Australian stars Kylie Minogue (right) and Paul Hogan (left) have appeared in previous campaigns. Source: SBS, YouTube

• Ruby, a computer-generated kangaroo is Tourism Australia’s newest brand ambassador.
• But she's not the first to sell Australia to the world.

'Slip an extra shrimp on the barbie'

Did they flip this flop?

Rude and crude in the northern territory, where the bloody hell are you, kylie, warnie and quokkas.

A tourism re-build

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Global campaign to invite the world to Come and Say G’day

Tourism Australia’s new global campaign, Come and Say G’day , is set to go live in key international tourism markets around the world from tomorrow (Thursday, 20 October 2022) to remind international travellers why There’s Nothing Like Australia .

The multichannel Come and Say G’day campaign includes new broadcast advertisements (in 60, 30 and 15 second versions), print and high impact Out of Home (OOH) advertising placements, as well as social, digital, and content marketing initiatives. The campaign activity will be further amplified by partnership activity with airlines, State Tourism Organisations, and key distribution partners globally.

Minister for Trade and Tourism, Senator the Hon Don Farrell, said Come and Say G’day will stand out on the global stage.

“This global tourism campaign is a critical step to rebuilding our visitor economy and supporting our tourism industry, which has been through the most challenging period in recent years,” Mr Farrell said.

“ Come and Say G’day is an iconic Australian welcome, and the use of some of the most recognisable and stunning scenery will remind the world why Australia is the best place to take a holiday.”

Tourism Australia Managing Director, Phillipa Harrison, said the Brand Ambassador, Ruby the CGI animated souvenir kangaroo, has been appearing on billboards around the world in the past week, building anticipation ahead of the global campaign launch.

“ Come and Say G’day is unashamedly and unmistakably Australian through the use of a globally recognisable icon in Ruby the kangaroo who goes on an adventure across the country to show all that Australia has to offer,” Ms Harrison said.

“After a challenging time around the world, our uplifting and joyful campaign will stand out in what is a highly competitive international tourism market.”

“Ruby, who is voiced by Australian actress Rose Byrne, is joined on her adventure by a toy unicorn, Louie, who is voiced by Will Arnett. As a duo they bring both warmth and humour to the campaign.”

“Another hero of the campaign is the remake of the Australian classic song Down Under by up-and-coming Australian band King Stingray, who sing in both English and Yolŋu Matha, an Indigenous language from Northeast Arnhem Land in the Northern Territory.”

Tourism Australia Chief Marketing Officer Susan Coghill said to capture the world’s imagination and remind them of what is unique and special about Australia, a short film, G’day , will premiere at a global launch event in New York tomorrow.

"The short film, directed by Michael Gracey and produced by FINCH, aims to create an emotional connection to Ruby the kangaroo, by establishing her backstory and setting her up to be a long-term Brand Ambassador for Tourism Australia,” Ms Coghill said.

Alongside the global launch event in New York, local in-market media and viewing events will occur in Tokyo, Singapore, Mumbai, Frankfurt, Berlin, Paris and London. Come and Say G’day is Tourism Australia’s first global campaign since 2016. It will run across key international markets from Thursday, 20 October 2022.

FOR MEDIA ENQUIRIES CONTACT: 

Beau Mitchem  E:  [email protected]

Come and Say G’day

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Acknowledgement of Country

We acknowledge the Traditional Aboriginal and Torres Strait Islander Owners of the land, sea and waters of the Australian continent, and recognise their custodianship of culture and Country for over 60,000 years.

*Disclaimer:  The information on this website is presented in good faith and on the basis that Tourism Australia, nor their agents or employees, are liable (whether by reason of error, omission, negligence, lack of care or otherwise) to any person for any damage or loss whatsoever which has occurred or may occur in relation to that person taking or not taking (as the case may be) action in respect of any statement, information or advice given in this website. Tourism Australia wishes to advise people of Aboriginal and Torres Strait Islander descent that this website may contain images of persons now deceased.

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What does Ruby the Roo say about Australia? – with Lenore Taylor

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Presented by Gabrielle Jackson with Lenore Taylor and Mike Ticher . Produced by Miles Herbert and Daniel Semo . Executive produced by Miles Martignoni and Gabrielle Jackson

Thu 13 Oct 2022 17.30 BST Last modified on Thu 13 Oct 2022 23.01 BST

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The Australian tourism industry was hit hard by the pandemic. In an effort to bring international visitors back, the tourism board has unveiled a new mascot, Ruby the Roo. But this campaign, like the many before the new CGI kangaroo, has caused quite a stir. Many are questioning what this cartoon caricature says about us.

In this episode of Full Story, Gabrielle Jackson talks to Lenore Taylor and Mike Ticher about revitalising the tourism industry and how the world sees Australia

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