Tourism Australia recently debuted their new $40 million marketing campaign, which will highlight Australia’s aquatic and coastal experiences. In addition to launching the new campaign over several platforms, Tourism Australia brought in actor Chris Hemsworth as their new global ambassador.
Lisa Ronson, chief marketing officer, Tourism Australia, stated the campaign would incorporate virtual reality technology and user-generated content on a scale unlike any other ever attempted in destination marketing. A new broadcast ad was most recently released featuring more than 12 Australian aquatic and coastal experiences, including snorkeling on the Great Barrier Reef, helicopter tours of the 12 Apostles, South Australian beach drives and more, with voice-over by Chris Hemsworth.
“Presently 70 percent of our international visitors enjoy an aquatic and coastal experience during their trip so we are building on one of our great strengths and reflecting the government’s move to more targeted international tourism marketing,” said Richard Colbeck, federal minister for tourism and international education, Australia.
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