A new campaign will premiere globally on the eve of Australia Day to highlight the nation’s landmark beaches and coastal experiences

Tourism Australia has appointed Chris Hemsworth to the role of global brand ambassador for its latest marketing campaign which will focus on the global city’s aquatic and coastal experiences targeting travellers. The actor’s selection supports the organisation’s aim to offer an authentic voice to tell the country’s story.

“From learning how to surf on Phillip Island, fishing with his brothers in the Northern Territory, and going on family beach holidays, Chris has grown up in Australia as well as in and around water. His personal experiences bring a truly influential Australian voice to our campaign,” said John O’Sullivan, MD of Tourism Australia.

According to the actor, the push serves as an opportunity for the television star to showcase the wonders of country in which he grew up and was raised. He said that the place is where he would like his own kids to grow up, so that it is a world of which they are a part.

Adding to the campaign’s background, Lisa Ronson, Tourism Australia’s Chief Marketing Officer, has announced that initiative’s global premiere is scheduled for roll-out on the eve of Australia Day in New York and will highlight the nation’s most iconic beaches and coastal experiences.

“Chris is passionate about Australia, with a genuine desire to promote the Australian way of life and therefore makes a great global ambassador for telling the world why there’s nothing like Australia. This is just the start of a longer-term partnership with Chris,” said Ronson.

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