Australia was actually on my top five travel destination list for the coming year before I saw the new Tourism Australia ad campaign. Tourism Australia has brought back its big-budget “Come and Say G’day” campaign, and this time it’s doubling down on the usual Aussie charm, celebrity star power, and a talking kangaroo named Ruby. The $130 million follow-up to its 2022 tourism push aims to rekindle global travel interest by combining local flavor with wide-reaching appeal.

Rather than relying on one brand ambassador, the campaign takes a more localized route by creating tailored versions for five major markets. In the U.S., Robert Irwin plays the hero in a lighthearted scene where a tourist’s phone is snatched by an emu in South Australia. Over in the UK, Nigella Lawson brings a touch of humor and nostalgia as she hosts a winery lunch—complete with a wink to the classic “shrimp on the barbie” line. Meanwhile, in Asia, familiar faces like Sara Tendulkar, Yosh Yu, and Abareru-kun share personal stories that connect them to Australia’s landscapes and culture.

Ruby the Kangaroo returns as the animated face of the brand, still voiced by Rose Byrne. Originally introduced as part of the post-pandemic campaign, Ruby has now cemented her place as a recognizable brand symbol. According to Tourism Australia, she’s become one of their strongest assets for building warmth, personality, and consistency across markets.