Actor Chris Hemsworth will be the global ambassador for Tourism Australia’s new campaign, which will focus on the country’s world-class aquatic and coastal experiences.
Obviously selected for his his quality acting skills (and possibly because he's easy on the eye) Hemsworth isn't the only star in the new campaign, announced on Friday.
Tourism Australia managing director John O’Sullivan said that while Australia would still be the star of its latest campaign, Hemsworth would provide an authentic Australian voice to help tell the country’s story globally.
“Chris truly embodies the Australian way of life and his love of his home country, with all its natural beauty, makes him an ideal ambassador,” O’Sullivan said.
Hemsworth himself said it was the natural beauty of Australia that drew him to the role.
“In Australia you’re surrounded by the most incredible natural beauty. Being in the water or near to it is a way of life for us," Hemsworth said.
“It wasn’t a hard decision to move back to Australia because this part of the world is such a special place. This is the place I want my kids to grow up -- that’s the world I want them to be part of.
“I’m really looking forward to launching this new campaign in New York and sharing with the rest of the world just how amazing this country really is."
The very same campaign launched Lara Bingle's career in 2006 when she starred in the global advertising creative in which she famously asked "where the bloody hell are you?".
The use of the term 'bloody' caused some controversy and the advertisement was subsequently banned from airing in some markets.