Tourism Australia’s decision to spend $125 million on Ruby the kangaroo and Louie the toy unicorn to sell the nation over the next two years generated plenty of chatter, as destination marketing ads always do.
You don’t get to throw that amount of taxpayer dollars at something as controversial as the best way to convince tourists to visit Australia over New Zealand or Japan and not expect brickbats with the bouquets.
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Fiona Carruthers has written and edited travel for the Financial Review for almost a decade. She has held senior roles with ABC Radio National, Deutsche Welle Radio, TIME and The Australian, and was deputy editor of Traveller. Email Fiona at fcarruthers@afr.com
