Ruby – The new tourism ambassador

 Friday, October 14, 2022 


Tourism Australia’s newest brand ambassador is Ruby, a computer-generated kangaroo.

Ruby is the face of Australian tourism. It has the potential to become ingrained in the identity of Australia worldwide, just as others have done before her.

Advertising companies have connected the power of Thor, had Delta Goodrem sing a rainbow and developed coast-to-coast singalongs with an aim to attract foreign tourists to Australia, and they have spent tens of millions of dollars behind it.

However, some Tourism Australia television advertisements are exclusive. Here are a few of them:
In the Crocodile Dundee movies in 1984, before his role as Mick Dundee, Americans received a request “down under” from Paul Hogan, the Australian actor. Recognized locally for The Paul Hogan Show at the time, a sketch comedy series, he brought his ocker sense of humour to the drive wherein he brought Americans to “the land of wonder.”

In the television advert, some of what was featured was beers, a woman in bikini on the beach and the Sydney Harbour Bridge. The closing line of Hogan has since become intertwined with parodied ideas of the ‘Aussie’ identity.

As for the Americans, that closing line has from that time become identical with Australia and Australians; it didn’t sit well with everyone. Few Australians were not very impressed at being portrayed as larrikins however the major distress came at the use of the word “shrimp” in place of “prawn”.

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