Overview

• The campaign went live in China in early August and is scheduled to launch in India later this month before rolling out to the U.S., U.K., Japan, Germany and South Korea through November.
• Tourism Australia has enlisted market‐specific ambassadors including Robert Irwin for the U.S., Nigella Lawson for the U.K., Sara Tendulkar for India, Yosh Yu for China and Abareru‐kun for Japan.
• Ads revive the animated Ruby the Roo mascot and lean into iconic imagery and catchphrases such as Paul Hogan’s “throw a shrimp on the barbie.”
• The $130 million push spans television, streaming services, YouTube, cinema screens, outdoor billboards and transit ads to maximise global reach.
• Building on 7.7 million trips in the year to March 2025, the initiative aims to boost visitor spending—already $52.6 billion annually—and support growth toward 10 million arrivals by 2026.