The marsupial is back, and this time, she’s brought friends. Ruby the Souvenir Kangaroo has hopped back into the spotlight for the next chapter of Tourism Australia’s internationally successful “Come and Say G’day” campaign—and she’s not bounding alone.
In what can only be described as a spirited and audacious play for the world’s travel dollar, Tourism Australia has launched a star-studded sequel to its 2022 blockbuster campaign. It has enlisted the help of global celebrities, from wildlife warrior Robert Irwin in the US to Britain’s beloved Nigella Lawson, to coax curious travellers into booking a bona fide Aussie adventure.
This second instalment, explicitly tailored for key international markets including the US, UK, China, India, Japan—and yes, even Germany and South Korea later in the year—represents a bold push to keep Australia top of mind in an increasingly competitive global tourism market. Or, as Minister for Trade and Tourism Senator Don Farrell more pragmatically put it: “Come and say G’day is bringing more visitors to our shores, creating more jobs and growing our economy.”
With visitor spend reaching a record $52.6 billion in the 12 months to March 2025 and international arrivals tipped to hit 10 million in 2026, this campaign is no mere puffery—it’s big business, and Ruby the Roo is now the poster girl for Australia’s tourism prosperity.
A Marsupial With Marketing Muscle
In the spirit of the old-school mascot meets modern multimedia, Ruby the Roo—now firmly embedded in the international imagination as Australia’s cheeky, gumboot-wearing ambassador—is joined by a veritable who’s who of household names. Among the cohort: Robert Irwin appeals to Americans with his Crocodile Hunter charm; Nigella Lawson seduces British audiences with culinary flair; Chinese actor Yosh Yu exudes youthful calm; Indian entrepreneur and philanthropist Sara Tendulkar represents modern sophistication; and Japan’s Abareru-kun brings comedic charm.
“This time around, we’re leaning into a more localised strategy,” said Tourism Australia Managing Director Phillipa Harrison. “Traditionally, we’ve run global campaigns with one well-known face. But we know travellers in different countries want to see themselves in the story.”
That’s where the magic lies. Each market receives its custom invitation, with familiar faces showcasing the deeply personal, memorable experiences travellers yearn for—whether cuddling a koala, diving the Great Barrier Reef, or eating one’s weight in Lamingtons.
The campaign also includes Australian actor Thomas Weatherall, offering a sense of authenticity and local grounding to the international stardust.
Not Just Kangaroos and Koalas—It’s Big Numbers Too
If this all sounds like warm-and-fuzzy marketing puff, think again. The numbers are serious. Since the original campaign launched in October 2022, Tourism Australia has tracked a 10 per cent lift in holiday consideration from key markets like the US, UK, and China. Flight searches have soared by 22 per cent. Even more impressively, first-time visitors to Australia from those regions are rising.
For every dollar invested in a tourism attraction, the return is $14. It’s a figure even the most stoic budget hawk can’t argue with.
Tourism supports over 700,000 jobs and some 360,000 businesses across the nation. These aren’t just numbers in a ministerial press release—they represent real people in regional towns, coastal outposts, remote roadhouses and inner-city hotels, all keeping the welcome mat well and truly out.
Senator Farrell is bullish about what the campaign’s next chapter means for Australians on the ground: “Tourism is the lifeblood of so many communities. It creates jobs, it feeds businesses, it lifts economies. And campaigns like this—featuring familiar faces and a very likeable kangaroo—are what drive that success.”
A World of Stars, But One Shared Message
Tourism Australia’s Chief Marketing Officer, Susan Coghill, summed it up with breezy confidence: “This is the first time we’ve strategically leveraged market-specific talent to truly connect with travellers in a way that resonates locally. With Ruby at the helm, we’re blending charm, storytelling and authenticity in a way that compels action.”
The campaign, developed by creative powerhouse Droga5 ANZ (part of Accenture Song), is being rolled out with precision. It launches first in China this week and then in India in late August. Come September, the US, UK, Japan, and Germany will get their tailored invites, with South Korea joining the party in November.
Accenture Song’s Global CEO David Droga—himself an Aussie expat—spoke of the campaign with pride and poignancy: “As an Australian living abroad, it’s a privilege and a responsibility to invite the world home. This campaign isn’t just a piece of advertising—it’s a warm, heartfelt welcome.”
It’s not just warm, either. It’s strategic, timely and complete of cheek. Droga5 Global CEO Mark Green reinforced the point: “This campaign is about showcasing the best of Australia to the world, and we’re honoured to play our part. It’s a responsibility we take seriously—and it’s great fun.”
Ruby’s World Tour Kicks Off
While Australia may be renowned for its sweeping landscapes, turquoise waters, and outlandishly large wildlife, the stories—and storytellers—will ultimately make travellers click “book now.”
With each market getting its version of Ruby’s tale, the campaign taps into something old-fashioned yet enduring: hospitality, connection, and curiosity. Not bad for a stuffed kangaroo, eh?
Tourism Australia has long understood that the essence of marketing our sunburnt country lies in creating memories before they happen. With its blend of familiar faces, cross-cultural nuance, and whimsical charm, this campaign aims to do just that.
And so, as Ruby the Roo readies her gumboots for a global blitz, it’s clear the message is loud and proud: the world is welcome to Come and Say G’day.
For more information about Tourism Australia’s campaign and market activations, visit: https://www.tourism.australia.com.
By Michelle Warner
