CGI red ’roo Ruby takes Australia’s tourism campaign back to basics

Voiced by actor Rose Byrne, Ruby the Roo will bound on to billboards across the world to build anticipation for Tourism Australia’s latest global campaign.

A computer-generated kangaroo named Ruby has been unveiled as the new face of Australian tourism, following in the “footsteps” of Lara Bingle, Chris Hemsworth and Paul Hogan.

Voiced by Australian actor Rose Byrne, Ruby the Roo will bound on to electronic billboards across the world over the next week to build anticipation for the rollout of Tourism Australia’s latest global campaign “Come and Say G’Day”.

Trade and Tourism Minister Don Farrell revealed the new brand ambassador in Tokyo on Tuesday, ahead of the full campaign launch in New York on ­October 19. Senator Farrell said the campaign was the next ­instalment of Tourism Australia’s “There’s Nothing Like Australia” brand platform.

Actor Rose Byrne. Picture: Getty Images

“It will showcase Australia’s most iconic destinations and support our tourism industry’s recovery, by converting the pent-up demand for an Australian holiday into bookings,” he said.

Previous tourism campaigns have featured Hemsworth, Bingle and perhaps most famously, comedian Hogan, who invited visitors to “come and throw another shrimp on the barbie”. The 1984 campaign was the first time Tourism Australia used the phrase “come and say g’day”.

The last global Tourism Australia campaign, voiced by Hemsworth, was launched in 2016, and in 2018 a Crocodile Dundee-inspired ad was aired during the US Super Bowl.

In late 2019 the government agency unveiled a $15m “Matesong” by Kylie Minogue but that was pulled weeks later as bushfires ravaged parts of Australia.

Experience Co managing ­director John O’Sullivan, a former Tourism Australia chief executive, said the new campaign was a “ripper”.

“At a time when the world’s been closed, to have the tagline to ‘come and say g’day’ is really strong and it will perform very well,” Mr O’Sullivan said.

“The choice of animation and Rose Byrne really embodies who we are, a warm welcoming country with a great sense of humour.”

Paul Hogan offers to ‘put another shrimp on the barbie’ for tourists.

Mr O’Sullivan said that since Hogan’s memorable turn in 1984, Tourism Australia campaigns had carved a place in ­Australia’s cultural history. “They do reflect how Australians view themselves on the international stage … Our tourism brand is our national brand. It manifests who we are as a country more so than any other aside from the people themselves,” Mr O’Sullivan said.

Australian Tourism Export Council managing director Peter Shelley said the campaign was clearly not trying to reinvent the wheel but rather was “playing it safe” at a time when people did not want to be confronted with more change and upheaval.

Byrne is no stranger to voice-overs, having provided the voice for Brandy in the animated children’s series Bluey, and Jemima Puddle-Duck in two live-action Peter Rabbit films.

Byrne said she was “excited to be able to help tell the ­Australian story and welcome travellers back”.

Tourism Australia research shows the kangaroo is the No. 1 globally recognisable image of Australia and an unmistakeable representation of the country among international audiences.

The agency’s chief executive, Philippa Harrison, said Ruby was a “plush souvenir” with a warm, friendly and playful personality designed to resonate with international audiences.

“After a tough couple of years, Ruby’s joy and uplifting demeanour is just what the world needs right now,” Ms Harrison said.

The new campaign will be the second to be unveiled in the wake of borders reopening.

A $40m advertisement titled “don’t go small, go Australia” was released in February.

Tourism Australia had always intended to follow up with a bigger marketing splash when more of the world reopened.

Lara Bingle in the ‘Where the bloody hell are you?’ campaign

Originally published as CGI red ’roo Ruby takes Australia’s tourism campaign back to basics