CLIENT
Tourism Australia
Susan Coghill, Chief Marketing Officer
Sarah Gallon, General Manager, Brand, Campaign and Media
Robert Dougan, Executive General Manager, Strategy & Research
Robert Harding-Smith, Global Strategy Manager
Samantha Heckendorf, Head of Brand, Marketing
Phillipa Harrison, Managing Director
Thomas McManus, Global Executive, Brand & Marketing
Melinda Walter, Global Manager Marketing Planning and Operations
Emily Eliot, Global Manager Social Media
Andrew Still, Global Manager, Studio and Design
Minta Burn, Head of Advocacy and Production
Rochelle Vinson, Global Manager, Media and Partnerships
Bella Howe, Global Manager, Campaigns
Laura Hawdon, Global Campaign Manager
Gabby Brown, Global Campaign Manager
KIRSTEN WEBBER, Marketing Manager UK
David Olding, Senior Marketing Executive, UK
Stuart Fyfe, PR Manager UK
Sally Cope, Regional General Manager UK
AGENCY
Vanessa Graham, Group Strategy Director
Emily Taylor, Chief Strategy Officer
Cam Blackley, Chief Creative Officer
Nikki Chapman, Group Account Director
Mandie van der Merwe, Executive Creative Director
Avish Gordhan, Executive Creative Director
Rosita Rawnsley-Mason, Creative Director
Chris Cheeseman, Creative Director
David Govier, Associate Cretaive Director
Loren August, Head of Broadcast
Michael McEwan, Managing Director
Vanessa Bouyeres, Managing Partner
Kura Tyerman-Mikhail, Client Services Director
Molly McAleavey, Account Manager
Tristan Cornelius, Senior Art Director
Christina Wilmot, Senior TV Producer
UM
Jack Graham, Group Strategy Director
Neil Peace, Client Partner, Performance
Natasha Cochrane, Communications Director
Ella Saw, Communications Manager
Toby Harper, Communications Planner
Digitas
Poem Group
SUMMARY
Ruby the roo has engineered a tourism bounceback for the ages. She’s not only overcome Covid-specific hurdles (late-out-the-gates reopening, long haul leeriness and widening airfare deltas) but, crucially, remedied underlying pre-Covid metrics that had been on struggle street. This populist campaign backed by the appliance of marketing science has punched well above its SOV, delivering visitor growth rates that dwarf those of the category, a resurgence in spend-per-trip and consideration, blowing the dial on pre-testing with System 1 and generating incremental revenue. All courtesy of a tiny roo with out-sized impact.
