Tourism Australia is teasing its latest global campaign, ‘Come and Say G’day’, ahead of the official launch on 19 October, introducing Brand Ambassador Ruby, an animated souvenir kangaroo voiced by Aussie actress and Tourism Australia Ambassador Rose Byrne.
The multichannel campaign will also be localised in non-English markets with Japanese actress Maryjun Takahashi to be the voice of Ruby in Japan.
Minister for Trade & Tourism Don Farrell unveiled Ruby on a major digital billboard in Tokyo on 11 October, kick-starting a tour that will take Australia’s new Brand Ambassador to billboards worldwide.
“Ruby will hop onto billboards in Singapore, London and New York, building anticipation ahead of the launch of the new campaign, which will invite international travellers to ‘Come and Say G’day’,” Mr Farrell said.
Tourism Australia Managing Director Phillipa Harrison said the new campaign will support the tourism industry by converting the pent-up demand for an Australian holiday and encouraging people to plan and book their adventure Down Under.
Tourism Australia Chief Marketing Officer Susan Coghill said the campaign will remind travellers of Australia’s iconic destinations and friendly faces.
“In Australia, we’re so lucky to have a globally recognisable and adorable icon in the kangaroo and to bring that to life through CGI animation creates a uniquely Australian Brand Ambassador in Ruby, who translates across both English and non-English speaking countries.”
For more info, head to tourism.australia.com
