Tourism Australia has revealed its new mascot ‘Ruby Roo’, that aims to bring in a new wave of international travellers. 

The new animated character is naturally a kangaroo called ‘Ruby Roo.’ The mascot is voiced by renowned Australian actor Rose Byrne. 

The quirky roo was unveiled in Tokyo on Tuesday, 11th of October and is only just the start of a world-wide tour that will officially launch in New York on the 19th of October. 

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“The use of an animated character in Ruby was a deliberate move that aims to cut through the clutter of destination marketing internationally,” said Tourism Australia’s chief market officer, Susan Coghill.

“In Australia, we’re so lucky to have a globally recognisable icon in the kangaroo and to bring that to life through CGI animation creates a uniquely Australian brand ambassador in Ruby, who translates across both English and non-English speaking countries.”

1984 saw the iconic advertisement featuring Paul Hogan asking viewers to come down to Australia to throw a shrimp on the barbie. 

Referring to that ad, minister for tourism and trade, Don Farrell praised the new character for its similar “Positive and happy message about the opportunities to come to Australia.”

“Ruby the roo is, if you like, the new Paul Hogan.”

“We know the Australian tourism industry has been through the most challenging time over the past few years,” continued Farrell. “This new camapign is vitally important as we look to build back the visitor economy and industry.”

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