Fun, effective or ‘very bland’? Advertising experts split on Australia’s tourism mascot Ruby the Roo

Tourism Australia’s new brand ambassador Ruby the Roo asks tourists to ‘Come and say G’day’. Photograph: Tourism Australia

Very bland or a bit of much-needed fun? Advertising experts are divided on Tourism Australia’s first unofficial brand ambassador since the pandemic, disputing whether the computer-generated kangaroo at the centre of the ads could help revive the country’s ailing international tourism sector.

Andrew Hughes, a marketing lecturer at the Australian National University, said a bigger splash was needed to encourage international tourists to fork out the cash for a visit to Australia.