Earlier this week, the ‘voice’ of Australian Tourism’s latest campaign, actor Chris Hemsworth, greeted delegates to the Australia Tourism Exchange*. In one of the worst kept secrets (at least to Australian media covering the event) Hemsworth was snapped by over 2,300 mobile phone wielding travel media and delegates.
He instantly became one of the most tweeted and instagrammed celebrities to host the annual ATE opening networking party. Hemsworth’s deep resonant tones anchor Australia’s latest international TV campaign to promote what our island nation does best – Coastal and Aquatic.
As Tourism Australia Managing Director, John O’Sullivan, said at the New York campaign launch in January, “Already 70 per cent of our international visitors enjoy an aquatic or coastal experience as part of their trip to Australia …“while Australia is known for its natural beauty, the world still doesn’t have a full appreciation of the breadth, depth and quality of our aquatic and coastal experiences. They’ve always been an important part of our destination story but they’ve never before taken centre stage”.
The campaign features more than a dozen experiences from each Australian state and territory. From kayaking through Katherine Gorge, a soaring helicopter ride over the 12 Apostles swimming in Sydney Harbour and sailing around Rottnest Island.
The other masterstroke in the current campaign was the three part television series, ‘Great Barrier Reef with David Attenborough’. Sir David spent three weeks on the Reef filming at Lady Elliot, Magnetic, Orpheus, Lizard and Heron Islands as well as Ribbon Reef and Osprey Reef.
His unmistakable voice describes coral spawning and clown fish frolicking in anemones that are poisonous to other fish. The pictures are indescribably beautiful with some underwater photography via the interior of a submersible vessel.
*Australia’s sparkling Gold Coast has been home this week to over 2,300 travel industry delegates from more than 30 countries. As one of the biggest annual B2B events in Australia the Australian Tourism Exchange it is Australian tourism’s best exposure to international travel buyers. http://www.tourismaustralia.com