“Ruby the Roo is off to a flying start!”: Industry responds to TA’s new campaign

“Ruby the Roo is off to a flying start!”: Industry responds to TA’s new campaign

Tourism Australia’s first global campaign since 2016, Come and Say G’day, is set to go live in key international tourism markets around the world from today to remind international travellers why there’s nothing like Australia.

Unveiled at a global launch event in New York, Tourism Australia’s new 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 launch.

According to tourism Australia managing director, Phillipa Harrison,  the campaign 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.

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

“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.”

The campaign is a critical investment in rebuilding Australia’s visitor economy, reviving our Tourism industry, and, by default, bringing much-needed impetus to our outbound travel sector, according to Australian Federation of Travel Agents (AFTA) CEO Dean Long.

“Tourism Australia’s new global campaign Come and Say G’Day with its focus on Australia’s key tourism markets, a tagline with proven success which builds on Paul Hogan’s invite in the 1980s is already getting great coverage in international media,” Long said.

“More tourists coming into Australia is great news for our visitor economy and means more airline seats being filled and greater demand for flight capacity and frequency.

“For Australians looking to travel and for our member travel agents, travel management companies, tour operators, wholesalers, consolidators and cruise lines that’s very welcome news indeed.”

A short film called G’Day will be launched alongside the campaign in New York, aiming 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.

“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,”  said Don Farrell, Australia’s Minister for Trade and Tourism.

Australian Tourism Export Council’s managing director, Peter Shelley, said the ad’s use of CGI technology will connect with a broad range of potential visitors, cutting across language and cultural barriers.

Shelley said international holidaymaker numbers were slowly increasing month on month but the real ground will be made over the coming year as airline capacity increases and the industry starts to re-establish its market presence.

“Traditionally there is a long lead time between customer engagement, booking and arrival in Australia and today’s campaign will be delivering the customer of 2023 and beyond.

“ATEC, and tourism businesses across the country, are excited to have Tourism Australia back to its focus of promoting our destination and helping to rebuild our valuable export industry.”

The multichannel 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.

“Our ATAS agents, wholesalers and tour operators are ready to engage with this new campaign providing activation for this incredible brand campaign,” said Long.

“Travel (ie outbound) is actually one of Australia’s largest imports, with pre-COVID direct contribution to GDP in 2018/19 of $61.1 Billion so any measures to boost recovery are most welcome.”

“We’ve already seen the global power of animated Aussie characters with Bluey and Ruby the Roo looks like she’s off to a flying start!”

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