Tourism Australia icon Ruby Roo has officially stepped out of the screen and onto the streets of Melbourne, joining forces with the Los Angeles Rams’ beloved mascot Rampage for a whirlwind city tour.
The playful collaboration, which dropped on Instagram over the weekend, is part of a paid promotion building excitement ahead of the Rams making history in 2026 when they host the first-ever NFL regular season game on Australian soil at the Melbourne Cricket Ground (MCG).
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The short but heartwarming video sees the unlikely duo snapping selfies and soaking up the sights, from Melbourne’s famous laneway murals to its lush parks, before arriving at the iconic MCG where all the action will unfold. Their chemistry is undeniable as Ruby Roo’s cheeky Aussie spirit pairs perfectly with Rampage’s larger-than-life energy.
In a final tongue-in-cheek moment, Rampage even throws in a playful dance jab at Australia’s own RayGun and her infamous Olympic routine in a moment that leaves Ruby shaking her head in disapproval.
More than just a mascot meet-cute, the campaign cleverly blends Melbourne’s identity with the Rams’ brand, helping cement anticipation for a game that’s set to be as much about culture as it is about football.
The clip comes just a few weeks after Tourism Australia launched the second chapter of its ‘Come and say G’Day’ campaign. It builds on the first campaign from October 2022 (which itself came a whole six years after its predecessor), but features expanded creative executions with handpicked celebrity talent, unique scenarios and, in the mind of CMO Susan Coghill, it goes way beyond traditional tourism ad creative.
Ruby returns, joined by the likes of Robert Irwin, Nigella Lawson, Aussie actor Thomas Weatherall and Chinese actor Yosh Yu. Each of these stars, it’s hoped, will bring a different, more locally resonant flavour to the creative.
That local touch is evident in this extension of the campaign, with Ruby showcasing all the local delights of Melbourne to the fan favourite mascot in the hope to drive up tourism to the city ahead of the 2026 game.
This will be the first-ever regular-season NFL game played in Australia, and it’s part of a multi-year agreement to stage games in Melbourne. The Rams will be the designated home team for the inaugural game; a second team has not yet been confirmed.
“Expanding to Melbourne, Australia, a beautiful city with a rich sports history, underlines our ambitions to become a global sport and accelerate international growth,” said NFL Commissioner Roger Goodell earlier this year when the deal was announced. “Together with the Victorian State Government, Visit Victoria and the Melbourne Cricket Ground, and with the Los Angeles Rams in 2026, we look forward to making history in what is an important market for the NFL and a significant next step in expanding our international footprint.”
“We’re thrilled the NFL will be touching down in the sporting capital of Australia. Victoria is now the first-ever state in Australia to host a regular-season NFL game,” said Premier of Victoria Jacinta Allan. “It’s a win for jobs, a win for businesses and a win for fans who will get to see American football played at the iconic MCG.”
“NFL fans will love Melbourne’s culture, food, sport and entertainment. From hidden laneways to blockbuster events, there’s always something new on show,” said Victoria Minister for Tourism, Sport and Major Events Steve Dimopoulos. “This is a once-in-a-lifetime opportunity for the NFL to be played on the hallowed turf of the MCG.”
“When we first identified Australia as one of our global markets, it was not only because of our passionate fans who reside there, but also because of the important role Los Angeles plays in serving as a gateway to Australia and many countries across the Pacific,” said Los Angeles Rams Owner/Chairman E. Stanley Kroenke.
“Today is an exciting day for Rams fans across the world, especially in Australia, where our players and organisation have received an enthusiastic reception over the past few years when we have been in the market. This is the next important step for both the Rams and the broader Kroenke Sports & Entertainment family to continue to expand our reach globally, and we are thrilled to work with Commissioner Goodell and the league office to make history and bring the first NFL regular season game to Australia.”
The Rams, alongside the Philadelphia Eagles, hold marketing rights in Australia as part of the league’s Global Markets Program. This initiative awards NFL clubs international marketing rights to build brand awareness and fandom beyond the U.S., through fan engagement, events and commercial opportunities.
