Can Ruby the Roo lure 9M tourists back to our shores? Plus, creating truly sustainable strategy with Salterbaxter

On this week's Mumbrellacast: how Tourism Australia is looking to use its new brand ambassador, Ruby the Kangaroo to bring the tourism industry back to its 2019, $60 billion level; whether TikTok should be brought under the News Media Bargaining Code; and Nine pulls print from Tassie. Plus, a chat with Kathleen Enright and Skye Lambley from recently launched (in Australia) creative sustainability consultancy, Salterbaxter.

Tourism Australia launched its $125 million campaign, ‘Come and Say G’Day’ this week, which features Rose Byrne as ‘Ruby’ the toy kangaroo, and Will Arnett as ‘Louie’, her toy unicorn companion. The team talks about the strategy behind the campaign, and how it hopes to bring ten years of tourism growth back to our shores after three years of disruption.

Then, TikTok has been brought into the fold in the digital platforms services inquiry, as Meta has claimed its ‘significant market power’ in 2019 has since been eaten up by competitors. Nine too wants both YouTube and TikTok designated under the code, after it saw its bottom line boosted significantly this year thanks to payments from Meta and Google.

The news chat continued its focus on Nine, with it confirming it is set to cease publishing of The Age and the Australian Financial Review in Tasmania from next month, prompting a chat about how rising costs could see a soon end-date for print news in rural Australia.

Finally, a round-up of a busy month so far in client moves and ongoing pitches, before Salterbaxter global managing director, Kathleen Enright, and local CEO, Skye Lambley join the podcast to discuss how the consultancy is looking to help brands bring credibility and creativity to sustainable strategy in Australia, after its launch in August this year. 

Episode Breakdown

  • Ruby the Roo goes global (02:33)
  • TikTok positions itself as the challenger (13:30)
  • No more print product for Nine in Tassie (16:57)
  • Pitch watch (21:45)
  • Interview with Salterbaxter’s Kathleen Enright and Skye Lambley (24:35)

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