Ruby the Souvenir Kangaroo builds on the first global campaign three years ago.
Come and say G'day, chapter two, is being launched in key international tourism markets around the world by Tourism Australia via Droga5, part of Accenture Song, and with media buying by UM.
Ruby the Souvenir Kangaroo returns and is joining talent well-known to local audiences in the US, UK, China, India and Japan, with a series of localised creative executions.
“As an Australian living abroad, it is both a privilege and a deep responsibility to help invite the world back home,” said Accenture Song CEO David Droga.
Global CEO of Droga5 Mark Green said he feels honoured to partner with such an important client, led by an exceptional team deeply committed to promoting Australia on a global stage.
“It’s a privilege and responsibility we share and take very seriously, bringing the best of Australia to the world,” he said.
Tourism numbers are growing, with visitor spending in the 12 months to March a record $52.6 billion. And the number of international arrivals is expected to reach a record 10 million in 2026 and grow to 11.8 million in 2029, according to Tourism Research Australia,.
"Traditionally tourism campaigns have leveraged one famous face across every market but for our latest campaign Ruby will be joined by well-known talent from five different markets to showcase personal lasting memories of a holiday to Australia," said Tourism Australia managing director Phillipa Harrison.
The latest campaign features Australian wildlife conservationist Robert Irwin in the US; food writer and TV cook Nigella Lawson in the UK; actor Yosh Yu in China; entrepreneur and philanthropist Sara Tendulkar in India; and media personality and comedian Abareru-kun in Japan.
Trade and tourism minister Don Farrell said the previous campaign struck a chord with visitors, with Ruby bounding into the imagination.
"I know this iteration, featuring popular talent like Robert Irwin, will be a smash," Farrell said.
Tourism Australia chief marketing officer Susan Coghill said this was the first time the organisation had strategically leveraged market-specific talent in a campaign to truly connect with travellers across key markets.
"We believe this powerful blend of beloved characters, compelling local talent, authentic storytelling, and experiences that match what travellers are seeking will inspire international visitors to book that once-in-a-lifetime Australian adventure," Coghill said.
The second chapter builds on the first global campaign, via M&C Saatchi, which has been in key markets since October 2022.
In that time consideration for an Australian holiday has increased by 10% in the US, UK and China; flight searches for Australia have jumped by 22%; and there have been more first-time arrivals from travellers in key markets.
Credits:
Credits:
Agency: Droga5 Sydney
First Nations Consultant: YarnnUp
Production House: Exit
Music Composition: Turning Studios
Didgeridoo and Clapstick Artist: Raymond (Bud) Kelly Jr
Sound Design: MassiveMusic
Edit House: ARC
VFX & Post Production: Alt.vfx
Stills: Title Artist Management
Retouching: Cream
PR: POEM
Media: UM
