“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!”
Email the Travel Weekly team at traveldesk@travelweekly.com.au
Come and Say G’Day Dean Long peter shelley Phillipa Harrison Ruby the kangaroo tourism australiaLatest News

Can you guess the world’s top spa destination?
If they ever need anyone to come and try the facilities for them, we are free most weekdays and weekends.

Qatar Airways wins big at Cellars in the Sky Awards
Qatar Airways has once again been recognized for its outstanding onboard wine offering as it takes home eight honours at Business Traveller’s prestigious Cellars in the Sky Awards. The World’s Best Airline, as voted by Skytrax in 2024, won Gold for: Overall Cellar Best First Class Cellar Best-presented Business Class Wine List Best First Class […]

Klook hosts inaugural Partner Awards with Tourism Australia’s Pip Harrison as special guest
Travel activities and experiences booking platform, Klook, held its inaugural Klook Partner Awards event in Sydney last night honouring its top-performing and best-loved merchant partners. Tourism Australia’s Pip Harrison, who was invited to the event as the guest of honour, spoke about the importance of experiences. “I think that experiences are absolutely everything,” she said. […]

APT Travel Group launches early release of 2026 Canada and Alaska Holidays
For anyone with clients craving an icy getaway, APT is serving up some steals right now.

Film, photography and so much more to explore this year in Berlin
Often known for its grungy aesthetics, or perhaps a currywurst stall, there's so much more on offer this year in Berlin.

TravelManagers welcomes two new directors to HOTA Board
We wish Narendra and Judith the best of luck in trying to remember the rest of the Boards' names.

Tauck celebrates 100 years of hosting travellers around the globe
Tauck would only ever celebrate its 100th birthday in pure style - and Italy is just that!

Travelglobe unveils exclusive food tour with MasterChef’s Kirsten Tibballs
Fancy brushing up on your skills making delicious chocolate and pastry-based treats? Meet us on this tour!

Fiji Airways to bring South Australians closer to paradise with third weekly flight from Adelaide in April
South Australians might say they're already in Paradise, but how can they be sure without checking Fiji out?

Bookings for Vanuatu surge with Aussies ready to support earthquake-struck tourism hotspot
In times like those Vanuatu is surfacing from, the tourism dollar goes a long way and Aussies aren't holding back.

Bullo River Station shares its first ever sustainability report
If you would like to be inspired to be a little more green, then check out what Bullo River Station is up to.

‘Fortune favours the bold’: luxury brand leader Anna Burgdorf departs Flight Centre after 6 years
Time for a pop quiz - who first came up with above quote? Was it A) Virgil B) Shakespeare or C) Aristotle?

Cruise Guru unveils Channel Nine show featuring Ponant, Viking, NCL and more
A little offended that we weren't invited on as the 'Cruise Guru' ourselves, but we'll be tuning in regardless.

Explore Worldwide gives agents a chance to win an exclusive Sri Lanka famil
It's like finding a ticket in Charlie and the Chocolate Factory! And the prize is even better than unlimited sweets.

Heathrow Airport to upgrade operations as part of multi-billion-pound cash injection
We're usually a bit scared of injections, however a 'cash injection' is one we would welcome with both arms (literally).

Club Med announces Manveer Ramdhian as new MICE manager in Pacific
Rest-assured, being a MICE manager has nothing to do with our furry little friends.

Sydney Airport welcomes daily flights from Hong Kong Airlines
To top it all off, it looks like the representatives scored a cracker of a day for the celebratory photo!

Collette’s Karen Deveson on what Aussies really want from luxury
For Aussies, we're a little bit more laid back when it comes to luxury. No gold-plated cars for us, thanks!

Intrepid Travel partners with Helloworld Travel for exclusive food tour with Luke Nguyen
Vietnamese is one of our favourite cuisines, so we're headed to the Bánh mì shop for lunch in celebration.

Quark Expeditions opens its Antarctic 2026/27 season
You'd have to be Quarking mad to not have a trip like this on your bucket list.

Federal government to purchase REX Airlines if no buyers arise, Albanese says
News that is sure to ruffle some feathers in the offices of competing airlines this morning, but we're all for it!

Topdeck discounts select 2025-26 trips with up to $1,000 off
Knowing my Gen Z sister, that $1,000 saved would be headed straight to the shopping fund.

Windstar Cruises unveils ‘Basil + Bamboo’ on Star Seeker yacht
Don't worry, we're talking about a restaurant here, not the materials used to build the stunning yacht.

Captain Cook Cruises celebrates 55 years of excellence on the water in the habour city
With a view like Sydney Harbour as your office this would be a hard job to leave.

TravelManagers’ Michael Gazal: ‘Agents are spending a lot of time on bespoke trips’
If you haven't already thrown out your cookie cutter mentality, please do so now.

JP Morgan Chase grows travel offering with tech partnership
Our inner bohemian spirit strongly objects to buying travel from an investment bank. #sorrynotsorry

Helloworld celebrates Valentines Day with Air Ticket sale
Nothing gets travel agents' hearts fluttering more than discounted air fares. It is a love language.

Agents return from Sno’n’Ski Whistler and Vancouver famil
If you want to be really jealous this lunchtime, check out what these four agents got up to in Vancouver.

2025 Taipei Lantern Festival lights up Ximending
We hope our boss currently on the ground is as impressed with the snake lantern in person as we are behind the screen.

Numbers reveal how hard it REALLY is to become ATIA accredited
If you have ever failed to be accredited by ATIA then this article will make you feel better. Dust off that form!

Travel agent STILL waiting on $15k Bamboo Airways refund 16 MONTHS after carrier left Australia
This has motivated us to stop complaining about the time we got one less chicken nugget than expected.

AIME 2025 is underway!
If you're headed down to AIME we hope you brought your networking shoes because it's going to be big!

dnata spends $17m on inflight catering centre at Western Sydney Airport
Airline food has come a long was from the days you would be given a dry roll and a long strip of cheese. Time for lunch?

AYANA Bali invites guests to experience the Sacred Day of Silence
When our Balinese taxi driver informed us that it was 'time to be silent', we just assumed we were talking too much.

Brand USA launches inaugural ‘Ambassador Panel’ for ANZ agents
Interested agents need to send in a video of them singing 'Born in the USA'. Okay we made that up...

Experience Co. calls on marketing expertise of Unique Tourism Collection for Wild Bush Luxury
You no longer need to choose between experiencing bush or experiencing luxury. You can do both!