|Sunset in Australia // Photo by Freeimages.com/Stefan Villiger|
Tourism Australia recently launched its latest campaign, which is focused on highlighting the country's world-class aquatic and coastal experiences, in a bid to lure more international visitors to Australia.
The new creative, the latest installment in Tourism Australia's global "There's Nothing like Australia" campaign, was officially unveiled at an event in New York on Australia Day eve (January 25) attended by Australia's Minister for Foreign Affairs, Julie Bishop.
A new broadcast ad will feature a voiceover by Australian actor and new Tourism Australia global ambassador Chris Hemsworth, known most famously for his role as superhero "Thor." The event was hosted by Australian chef Curtis Stone and guests enjoyed a specially designed Australian menu by Luke Mangan.
"I have always been so proud to be Australian and it's a pretty special feeling knowing that I will have a role in promoting my country to the world and encouraging more people to come down under and experience our amazing beaches and landscapes for themselves," said Chris Hemsworth in a written statement.
The campaign will sit alongside and complement existing Tourism Australia marketing activities, including its current promotion of food and wine and Indigenous experiences.
The newly filmed campaign features over a dozen distinct experiences representing every Australian state and territory. These include: a helicopter ride over the 12 Apostles; swimming in Sydney Harbour; snorkelling on the Great Barrier Reef; kayaking through Katherine Gorge; driving on the beach in South Australia; cycling around Lake Burley Griffin; sailing through the sparkling blue waters of Rottnest Island; and walking the recently launched Three Capes Track in Tasmania.