Australia’s newest tourism campaign kicked off in New York yesterday with help from Aussie icons Chris Hemsworth, Curtis Stone and Luke Mangan.
The new campaign is focused around Australia’s world-renowned aquatic and coastal experiences and featured ‘virtual reality’ displays to immerse guests in aquatic and coastal imagery projected onto New York’s Bryant Park ice rink.
The use of VR technology was selected to convey the idea that Australia is a “place you can feel.” Scenes from a helicopter ride over the 12 Apostles, swimming in Sydney Harbour and snorkelling on the Great Barrier Reef were all incorporated into the visual experience.
This was complemented by the reveal of a new advertisement complete with voice-over from Sexiest Man Alive winner and world-renowned actor Chris Hemsworth. Hemsworth will now be Tourism Australia’s new global ambassador.
“I have always been so proud to be Australian,” Hemsworth said, “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.”
To top off the Aussie experience for guests of the launch, there was also plenty of traditional cuisine on offer. Chef Luke Mangan served dishes representing the fine produce from each of our nation’s eight states and territories including Riverina lamb puff pastry from New South Wales and Port Lincoln sashimi yellow tail kingfish.
Now of course, no Australian dining experience would be complete without a fine selection of wines. Wine Australia curated a list of fabulous drops sourced from Yalumba, Jansz and Heggies Vineyard to be enjoyed throughout the evening.
Over the next six months, the campaign will roll out to the UK, China, Japan, South Korea, Singapore, Indonesia, India, Malaysia and New Zealand and you can expect to see a lot of activity across social media as well.