Getting the world acquainted with our nation’s newest tourism ambassador.

To launch their first global campaign since 2016, Tourism Australia enlisted the help of a new tourism ambassador: Ruby the Roo. Our challenge? Introduce Ruby to the world in ways that extended beyond traditional media channels to drive consideration.

Building on the experience principles that made Australia.com the best travel website in the world, we created an integrated suite of user-first experiences that invites travellers to discover Australia with Ruby, including an interactive viewing platform where viewers can save locations from the short film while they watch, an AI-powered conversational experience that allows people to have a chat with Ruby in real-time and an immersive quiz that makes planning a trip to Australia, well, too easy.