Come and say G'day
After years of border closures, Tourism Australia welcomed the world back with an unlikely duo - a souvenir kangaroo and a toy unicorn.
TA needed to kick-off China’s late return to market with a targeted launch in Chengdu. The answer was of course a giant 3D billboard featuring Ruby Roo, spearheaded by yours truly.
We injected some culture to Ruby’s infectious charm by capitalising on the wildly popular “hand-heart” gesture. Just our way of showing a little warmth and affection to our mates across the pond. As you can see I got a little excited directing the production studio.
Our reach didn’t stop there. After the resounding success in Chengdu we continued with another worldwide OOH takeover spanning across markets in London, Singapore, Texas, LA and New York. This time we had permission to be a little more playful with our headlines.
“This tailored and nuanced approach perfectly aligns with our vision for Ruby, allowing us to adapt her to different markets and cultural moments without the need for significant additional production.” - Tourism Australia’s CMO Susan Coghill.
