Tourism Australia has skipped celebrities such as Kylie Minogue and
Chris Hemsworth for its latest multichannel marketing campaign, instead
choosing a cuddly kangaroo as its tourism poster child for consumers in
Singapore, London, New York and Tokyo.
The next instalment of Tourism Australia's 'There's Nothing Like
Australia' global brand platform will star an animated Ruby the Roo,
with a voiceover by Australian actress and Tourism Australia Ambassador
Rose Byrne.
The campaign will also be localised in non-English markets, with
Japanese actress Maryjun Takahashi to be the voice of Ruby in Japan.
Tourism Australia said the use of an animated character in Ruby was a
deliberate move that “aims to cut through the clutter of destination
marketing internationally and it is backed by research”.
Previous Tourism Australia marketing campaigns have attracted
criticism. The Chris Hemsworth-led Come Live Our Philausophy” tourism
campaign, which aimed to sell Australia’s larrikin character and
enviable lifestyle to the world, was panned for its confusing play on
words.
Tourism Australia managing director, Phillipa Harrison, said the new
campaign will support the tourism industry as it rebuilds, by converting
the pent-up demand for an Australian holiday.
“We know that Australia consistently ranks high on people's
consideration list, but we need to get travellers to take that critical
next step and book their holiday to Australia to experience everything
we have to offer,” Harrison said.
Tourism Australia's global campaign, Come and Say G'day, will officially launch on19 October.