Tourism Australia’s Dougan on giving international audiences a story that ‘moves their journey on the understanding of Australia’
Tourism Australia’s executive general manager of strategy and research, Rob Dougan, today walked a packed room through the tourism body’s ’10 principles of destination advertising’ as seen in its latest international work featuring animated characters Ruby the kangaroo and Louie the unicorn.
The campaign, which was worked on by creative agency M&C Saatchi, last week launched across 15 key international markets in what was the first major international tourism campaign launched by Tourism Australia since the onset of the COVID-19 pandemic.
