Discovery Parks unleashes Bruce, Australia’s first official ‘Bark Manager’
The new mascot integrates purpose-driven, character strategy, backed by agency expertise and AI technology to deliver a distinctive brand asset
Australia’s holiday parks just got a new hire — a red Border Collie named Bruce has been appointed as Discovery Parks’ first-ever Official BARK Manager.
Designed as a character-led brand asset, Bruce will help travellers discover the freedom, fun and variety of park stays nationwide, while showcasing the brand’s pioneering use of AI in storytelling and content creation.
About Bruce
Bruce wasn’t born into management — he earned it. Once a stray roaming Australia’s wide-open spaces, he learnt the scent of eucalyptus and the sound of camp chairs opening at sunset.
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Eventually, he found Discovery Parks — water parks, pump tracks, sausage sizzles and neighbours swapping stories as the sun went down. A place to unwind and Do It All. He decided to stay — and help guests, both two- and four-legged, find their spot too.
Discovery Parks welcomed more than 70,000 dogs across its network in 2025, and Bruce is making sure 2026 is even bigger.
“I’ve seen a lot of backyards, but Australia is the biggest one there is. My job is to help every guest find their spot — whether that’s a cabin deck at sunset or a quiet patch of grass under a gum tree,” said Bruce, Official Bark Manager, Discovery Parks.
Why Bruce Matters
Bruce is more than a mascot. Frontify Futures research shows that ‘mascot-led campaigns are 37 percent more likely to drive brand linkage and 30 percent more likely to command attention’. Bruce will give Discovery Parks a distinctive voice across TV, social, digital and in-park experiences. He embodies the “Do It All” spirit and connects with every guest type — from families to grey nomads.
“Bruce is our ‘Do It All’ promise brought to life, providing a long-term platform to connect with guests wherever they encounter the brand,” said Lahnee White, Chief of Digital Businesses and Group Marketing, G’day Group.
Crafted by People. Powered by Innovation
Bruce was created using a mix of traditional creative craft and AI-assisted innovation. Discovery Parks worked with BORN on strategy and character design, Goodman Brothers built him as a fully realised 3D character, and AI tools helped refine his coat, expression and voice.
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His bespoke AI-generated voice enables high-volume content creation while keeping full creative control in-house. Using tools including Nano Banana, Kling, ElevenLabs and HeyGen, Bruce-led content can be produced at speed and scale — all while maintaining the brand’s personality and guardrails.
“We built Bruce properly with craft and strategy, then used AI to continue bringing him to life at speed and scale without losing brand integrity. That’s what innovation in brand marketing looks like right now,” said Lahnee White.
Bruce isn’t just a good boy — he’s a great brand strategy, ready to help Australians switch off, explore more, and Do It All at Discovery Parks.
