So when it comes to bringing tourists back to this sunny part of New South Wales, Koala Tourism Manager Glenn Daley knows it will be a difficult task.Or maybe someone Lots of.
It was then that he came up with the idea of contacting actor Chris Hemsworth, who is Australia’s national celebrity travel ambassador, and often shares photos of his travels on the Island of Oz on Instagram.
The result was #GetChristoCowra, an advertising campaign supported by the local tourism committee and fully accepted by the residents of Cowra. In the commercial video, local koalas (some actual citizens, some actors) wear Thor costumes, hold signs, and even plan to build a four-story huge statue of an Australian movie star.
Blueprint of Chris Hemsworth’s imaginary statue.
Provided by Koala Tours
Daley grew up on Cowra’s family farm and moved back a few years ago. He admitted that the campaign was half-joking. But he was moved by how many locals were involved.
“I didn’t realize how much improvement the town needed,” he said. “Everyone is joining.”
Although the campaign ad was filmed in June, Daly and his team could not release it until the local blockade ended and travel began to reopen.
“We have been working hard to maintain it,” he admitted.
The confidential work paid off. The video of the event was released to the Australian media last week and immediately began to attract attention online and on TV.
“The love of everyone at Cowra for this wonderful event warmed my heart and made me smile!” he wrote. “I will be shooting a movie overseas soon, but I will be very hot when I come back next year!!”
People wearing Hemsworth masks pose in the Cowra Bar.
Provided by Koala Tours
“I miss Australia. I miss people. I miss the coastline,” he told at the time.
The “Get Chris to Cowra” website also contains a joke that references one of Australia’s most iconic tourism activities.
The header quoted “Where the hell is he?” A 2006 Tourism Australia event called “Where are you?”
Although the campaign is banned in the United Kingdom—in the United Kingdom, “bloody” is not necessarily a word that can be uttered in a hybrid company—but the advertisement is widely known worldwide.
This slogan was the creative idea of Scott Morrison, then Managing Director of Tourism Australia. He is now the prime minister of the country.
Regardless of whether Hemsworth will reach the koala in 2022, Daley is surprised by the spread of tourism activities.
“It put Koala on the international map, which is extraordinary for a small town.”
Travellers who can reach Koala-about two hours from Canberra and four hours from Sydney-can enjoy Japanese gardens, art galleries displaying contemporary and indigenous works, and the International Understanding Festival held every spring.
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