Global tourism campaign coming soon

  • Media release

The face of Tourism Australia’s upcoming global marketing campaign has been unveiled in Tokyo and will hop onto billboards around the world over the next week, building anticipation ahead of the Come and Say G’day campaign launch.

Minister for Trade and Tourism, Senator the Hon Don Farrell has revealed Australia’s new Brand Ambassador, Ruby the kangaroo, on a digital billboard in Shinjuku in Tokyo, Japan. Brought to life with CGI animation, Ruby, the souvenir kangaroo, will also appear on billboards in Singapore, London and New York.

Ruby will translate across both English and non-English speaking tourism markets, with Australian actress Rose Byrne to be the English voice of Ruby and Japanese actress Maryjun Takahashi to be the voice of Ruby in Japan.

The new campaign is the next instalment of Tourism Australia’s global There’s Nothing Like Australia brand platform. 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.

Pre-pandemic Australia welcomed 9.5 million international visitors annually, spending $45.4 billion and Japan was Australia’s fifth largest market with Australia welcoming 499,000 Japanese travellers spending $2.1 billion in 2019.

Tourism Australia’s global campaign, Come and Say G’day, will officially launch on Wednesday, 19 October 2022 in New York, and roll out across 15 key international markets.

Media enquiries

  • Minister's office: 02 6277 7420
  • DFAT Media Liaison: (02) 6261 1555