Tourism Australia’s newest campaign featuring the husky voice of Thor actor and all-round good guy Chris Hemsworth has raked in a whopping $54 million in advertising equivalent value for the tourism body.
The figures are based on the coverage Hemsworth helped generate through his involvement in the launch of the campaign and early-roll out. Hemsworth was announced as ambassador in early January with the $40 million campaign rolled out on Australia Day 2016.
B&T understands Hemsworth was paid $450k for his involvement in the campaign, which included the voiceover ad, PR, media, personal experiences and forthcoming support.
According to News Corp, Hemsworth’s involvement saw more than 2000 media stories created.
And he was the biggest hit in the States, says a Tourism Australia spokesperson.
“His impact had been biggest in the US, where the campaign was launched on Australia Day.
“We are progressively rolling the campaign out into key markets, so we expect his impact to continue.”
No doubt Tourism Australia is beyond chuffed with the $54 million EAV (equivalent advertising value), considering the campaign itself cost $40 million, which included Hemsworth’s voiceovers and a number of virtual reality experiences.
Hemsworth doesn’t even physically feature in the ads, it’s just his debonair vocal chords.
News Corp is reporting the Aussie actor generated a heap more EAV for this campaign than Sir David Attenborough’s spruik of Great Barrier Reef, which generated an EAV of $5.3 million and 900 stories.
The figures from Hemsworth’s Tourism Australia campaign were revealed on Monday evening at the Australian Tourism Exchange.
For those lucky enough in attendance, Hemsworth was there in the flesh.
Lead image via VIW.
Leading Australian market research data brand, RDA Research, provides actionable consumer intelligence to help businesses inform decision making and growth strategies. RDA Research wanted to make its unique consumer data available for addressable digital targeting and required a data onboarding partner to help activate their data in an online environment.
Storytelling agency Enthral has appointed Channel 7 reporter and sports presenter Sean Sowerby as its new senior PR and content manager in Melbourne. Sowerby (pictured) started his award-winning career at 3AW before spending more than 15 years in television. Enthral founder and manager director, Cameron Smith, spoke of the significance of Sowerby joining the agency. […]
This week Nova’s Fitzy & Wippa are celebrating 10 years of their iconic radio show and plenty of famous faces have weighed in on the feat! For Fitzy & Wippa’s 10-year anniversary show they were joined by a bunch of special friends who shared their messages and favourite memories over the last decade. The guys […]
Ever since Google first announced it would be getting rid of third-party cookies on Chrome, digital advertising businesses have been actively sharing their plans for life after cookies. And now programmatic advertising company Blis might have come up with the most creative way to get the message across, in a new video which sees company […]
Integrated Melbourne agency Icon has taken top honours in the 2021 SABRE Awards, winning the coveted Australasian Consultancy of the Year for 2021 along with a host of category and craft awards. Icon led a large field of Australian agencies with a total of three major and seven minor awards, including gold in the cause-related […]
Former agency executives Tim O’Neill and Tim Fouhy have launched the auto technology startup Summon. Australia’s first full e-commerce service for prestige cars. O’Neill and Fouhy both founded Reactive, a digital agency, which was bought by Accenture in 2016. Following the deal, O’Neill and Fouhy ended up leading the company’s digital marketing arm, Accenture Interactive before […]