Rottnest Island stars in new Tourism Australia ad with Chris Hemsworth
ROTTNEST Island has a starring role in a new $40 million global tourism campaign - while Hollywood star Chris Hemsworth only features as a voiceover.
WHERE’S HEMSWORTH: Star doesn’t feature in new Tourism Australia ad
AMBASSADOR: Chris Hemsworth in global tourism role for Australia
AUSSIE actor Chris Hemsworth has launched a new $40 million tourism campaign that will showcase Rottnest Island to a global audience of millions.
“Rotto” takes centre stage in the latest chapter of the “There’s Nothing Like Australia” marketing blitz launched on Tuesday in New York and set to be beamed throughout Europe, the US and Asia in April.
Rottnest’s Mabel Cove, Fish Hook Bay, Parakeet Bay, Herschel Lake and Pinky
Beach feature in footage shot in and under the water over four days by a production crew of 30.
Hemsworth, best known for his roles as Kim Hyde in Home and Away and as Thor in the Marvel Avengers movie series, tells holiday-makers that Australia is a destination to be felt rather than seen.
Other than his voiceover, the Hollywood star named last week as Tourism Australia’s global ambassador, didn’t feature in the ad as bosses didn’t want him to overshadow the nation’s hottest destinations.
The official launch at New York’s Bryant Park included virtual reality displays and aquatic-themed images projected onto an ice rink.
The campaign highlights authentic individual and family experiences on WA’s favourite island getaway and will include TV, print and online coverage that also showcases Fremantle, Cottesloe, Rockingham’s dolphins, Ningaloo, The Pinnacles, Monkey Mia, Margaret River, whale watching off WA, the Cape To Cape track, Denmark, Broome and the Kimberley’s Horizontal Falls.
Acting Tourism Minister Albert Jacob said Rottnest deserved to be the focus of the campaign but said the rest of WA would benefit from a boost in visitors as well.
“Rottnest Island is the WA focus of the campaign videos but we firmly believe this footage will be a springboard for visitors to explore more of the state and for Tourism WA to leverage this interest through other marketing opportunities.
“WA is renowned for our beautiful natural landscape, and stunning plants and animals, many of
which are found nowhere else in the world.
“Our Kimberley region provides for a wilderness experience like no other and Perth city has come of age with the highest quality of restaurants and small bars now making it a must-do experience.”
Mr Jacob said swimming with humpbacks off Ningaloo would be another incentive for foreign visitors to make the pilgrimage to WA.
“Our Ningaloo Marine Park is one of the few places in the world where tourists can swim with whale sharks. This year we are starting a trial of swimming with humpback whales in the same marine park to give visitors another great experience of nature,” he said.
Next month, Tourism WA will host a WA-specific themed marketing event in Los Angeles ahead of the Australian Tourism Summit.
Originally published as Rottnest Island stars in new Tourism Australia ad with Chris Hemsworth
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