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An ageing but agreeable wombat has single-handedly roused global attention in Australia's wild, wonderful and perhaps less widely-appreciated wildlife, with its presence pumping an amazing six million fans for Tourism Australia (TA), making it the most followed tourism body on Facebook globally.
Wednesday morning, Tourism Australia's social media team blithely posted a birthday hello from 'Patrick the Wombat' who calls Ballarat Wildlife Park home.
After a good night's sleep, Patrick, 29, the largest and oldest living common wombat in the world, woke up to more than a quarter of a million (258, 000) 'likes', pushing TA's social media page above six million Facebook fans.
Ballarat Park's Lauren Rix told swarming local reporters that there was always something a little special about the quiet but graceful marsupial.
"We always knew that Patrick was a very special wombat, but the huge social media response that he has received this week is incredible."
Alas for Patrick - whose constant rejection by other wombats has meant he will never fully enjoy the wilderness of the great Australian bush again - he will never know the fame and tourism revenue he has generated.
For now, according to Rix, the amiable animal will spend his days of retirement fumbling at his favorite toy and greeting visitors with a waddle and a scratch.
Australia's lesser-known but super-cuddly wombats can be found almost everywhere and are as familiar to Aussie's as the kangaroo.
A wombat likes to dwell underground far from the penetrating sun and can burrow as deep as 20 meters.
Wombats quickly dig tunnels with their powerful legs and very sharp claws, and are often considered pests for the damage to crops and fences, as well as the danger posed to cattle, who can break their legs by stepping in wombat burrows.
For now though, there is a sudden appreciation in tourism officialdom for the pulling power of an unsung Aussie beauty.
Tourism Australia's head of social media, Jesse Desjardins, said the giant 38kg wombat had helped provide the 'big push' they needed to hit six million fans.
"Australia's native animals are a massively popular feature of our Facebook page so it's very fitting that one of our most popular has helped us achieve this latest social media milestone. Patrick may not have found his life partner just yet but he has won the hearts of millions of our fans from around the world."
The post generated 30,000 shares and 8, 000 comments, including several from people who have met Patrick over the years.
In one comment, Amy Robinson wrote: "OMG!!! I met him approx. 25 years ago! Happy Birthday sweet little man. You are the reason I have loved wombats for all these years. Big kisses to you!!!!".
"Since Tourism Australia posted about Patrick yesterday, his Facebook page has grown by over 4.5k new followers and he has attracted the attention of television news media. It's safe to say that his birthday this year will be extended into a week of celebrations here at Ballarat Wildlife Park," Rix said.
Patrick was hand raised by the owner of the Ballarat Wildlife Park after being orphaned as a tiny baby. The team tried releasing Patrick back into the wild a couple of times, however he couldn't defend himself against other wombats which is why he become a special member of the Ballarat Wildlife Team.
In his younger days, Patrick was very much front of house, greeting the park's visitors in the car park in his wheelbarrow, but he's now given up his working duties and enjoying his retirement and carrots from well-wishers.
TA receives over 1,000 photos per day from fans and tourism operators like Ballarat Wildlife Park.
Its been this glove in hand partnerships that has helped Tourism Australia maintain its top spot as the most followed tourism body on Facebook, Instagram and Google+.
