There is a Hemsworth in the new Tourism Australia campaign video, but somehow, our Aussie coastline is the standout star.
The glistening aquatic-themed video is voiced by actor and new Tourism Australia global ambassador Chris Hemsworth but it's the sweeping views of the Great Barrier Reef and Rottnest Island that take our breath away.
There's also a shot of people seemingly swimming right in Sydney Harbour, which most locals would avoid at all costs, but for a shot like this, who's complaining?
Tourism Australia Managing Director John O’Sullivan said the $40 million global campaign was giving people what they wanted from Australia -- our coastline.
“Already 70 per cent of our international visitors enjoy an aquatic or coastal experience as part of their trip to Australia, so this is a campaign we know will resonate strongly across all our key markets," he said in a statement.
“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."
Among the brilliant shots are 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 Rottnest Island and walking the Three Capes Track in Tasmania.
The campaign, which also features virtual reality experiences and 360-degree videos, was launched in the U.S. overnight with Hemsworth and celebrity chef Curtis Stone.
Tourism Australia chief marketing officer Lisa Ronson said the high-tech approach was also paired with user-generated content.
“The world of destination marketing is increasingly competitive. We have to constantly push ourselves to find new ways to gain a competitive edge in the global travel market," she said in a statement.
“By using VR and 360 technology we hope to inspire prospective travellers considering Australia for their next holiday and get them to take that crucial next step towards making a booking.”
As well as the U.S., the campaign will be rolled out in the UK, China, Japan, South Korea, Singapore, Indonesia, India, Malaysia and New Zealand.Suggest a correction