CHALLENGE
In 2022, Tourism Australia introduced the world to the nation’s new ambassador: Ruby the Roo. Starring in her own short film, our challenge was to bring Ruby to life digitally on australia.com, helping travellers plan an amazing trip down under.
SOLUTION
An integrated suite of user-first experiences that invited the world to discover Australia with Ruby. These included an interactive viewing platform where viewers could save locations from the short film while they watch, an AI-powered conversational experience that allowed people to chat with Ruby in real-time and a personalised quiz that made trip planning easier and more fun than ever.
IMPACT
47% increase time spent on australia.com
38% increase site visitors from all target markets (25 countries)
209% increase site visitors from key growth markets (India, Malaysia, Japan)
