Ruby the Roo is a computer-generated kangaroo created as the face of Tourism Australia’s Come and Say G’Day campaign. Announced in October 2022, the character was designed to promote Australian destinations and encourage international visitors to book holidays. Australian actor Rose Byrne voiced Ruby in English.
Who is Ruby the Roo?
Ruby is a CGI campaign character, not a real kangaroo, travel service or documentary subject. Tourism Australia introduced her as a new tourism brand ambassador. SBS also reported that Japanese actor Maryjun Takahashi voiced Ruby for the campaign in Japan.
Tourism Australia said its research identified the kangaroo as the world’s most recognisable image of Australia. PerthNow reported that finding but did not provide the study’s date, sample or methodology, so it should be understood as the agency’s stated rationale rather than a quantified independent result.
What campaign did Ruby front?
The campaign was called Come and Say G’Day and was presented as the next instalment of Tourism Australia’s There’s Nothing Like Australia brand platform. Trade and Tourism Minister Don Farrell announced Ruby in Tokyo on October 12, 2022. The full campaign launch was scheduled for New York on October 19.
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Farrell said the campaign would “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.” That described the campaign’s goal, not proof that it achieved more bookings.
Why was the campaign launched in 2022?
Tourism Australia introduced the campaign as the country worked to rebuild international tourism after pandemic disruption. SBS reported in October 2022, citing the Australian Trade and Investment Commission, that international tourist numbers in the year to June were 13 per cent of pre-COVID levels and that a little more than one million international tourists had visited Australia. These are historical 2022 figures, not current visitor statistics.
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- This plush is approx. 4" x 7" x 7" in size
- Made from deluxe materials for a cloud-like softness!
- This light and fluffy Kangaroo plush makes for a great cuddling partner
- Mini Flopsies are designed to lay resting on its belly for easy, fun play
- To ensure stability and quality, this plush contains bean pellets suitable for all ages
Then Tourism Australia managing director Phillipa Harrison described “pent-up demand for an Australian holiday.” She said Australia ranked highly on travellers’ consideration lists, but the challenge was getting them to take the next step and book. Harrison also warned that tourism destinations would face a more competitive landscape as they sought to rebuild after the pandemic.
How does Ruby fit into Australia’s tourism-ad history?
Ruby joined a long-running tradition of Australian tourism campaigns built around memorable faces and phrases. SBS cites Paul Hogan’s 1984 US campaign, the 2006 “Where the bloody hell are you?” campaign associated with Lara Bingle, and a 2019 campaign aimed at the UK featuring Kylie Minogue. These examples provide context for Ruby’s role; they do not make her Australia’s first tourism mascot or ambassador.
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- This Brown Kangaroo is so fuzzy,fluffy and adorable.
- Soft fabric,perfect size and weight for your girls/boys snuggle her/his in arm and play for all day.
- Perfect for home decoration, party decoration,car decorations or your female friends who love the animal toys.
- Ideal Gift for:Party,Thanksgiving,Mother's Day,Birthday, Valentines, Christmas,New Year ect.
- Dimension:28 cm (approx:11 inches) in height.Made of high quality safety soft plush fabric+PP cotton filler.
What is known about the campaign’s results?
The available reporting establishes the announcement, planned launch, character and stated objective. It does not establish how many bookings the campaign generated, whether it met its goals, or whether Ruby remains part of current Tourism Australia activity. No Ruby-specific merchandise or other physical product is established by the cited reports.
Quick Recap
Best Value
- The Mom Kangaroo has a removable baby in her pouch.
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- Mom:12 inches height Joey:5 inches height
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Rank #4
- Realistic shape, very cute mother and child kangaroo.
- Medium size is perfect for kids to play, weight about 150g.
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- Soft and comfortable safety fabric.
- In fact, baby kangaroo and mother kangaroo are only connected by a strong silk thread, if you want The baby come out of pouch you just need cut this silk thread
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