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When tourism ambassadors fail, who loses out?

July 5th, 2017 | | Accommodation

Our homegrown Hollywood star promoting this country on Instagram is the stuff of tourism dreams, but what happens when they fail to do their job properly?

Chris Hemsworth was given the role as global ambassador by Tourism Australia and asked to do some heavy social media promotion of Down Under while here on holiday with his young family. But this week he did the social media equivalent of being that guy in the group project who does no work all semester and then the night before decides to quickly do some half-botched work to pull his weight.

It’s been three months since Hemsworth’s last ‘influencer’ post so this week he inundated his 10.5 million Instagram followers with posts using the @australia tag. Of course this made Tourism Australia breathe a heavy sigh of relief.

“Social media is a huge part of Chris’s role with Tourism Australia. His power online is huge. The reach of his posts is worth so much more than what he could be paid,” an ‘­insider’ told the Daily Telegraph.

“While no one is calling up Chris Hemsworth nagging him to post, there is definitely a desire to have him posting when he is back in Australia. “With no posts since March, everyone was pleased to see him hit ­Instagram this week.”

A spokeswoman for Tourism Australia said there was no set parameters or contractual deliverables around Hemsworth’s social media posts, but that he is urged to upload images as often and frequently as he feels comfortable.

“Chris has been very active in sharing his experiences of Australia across social media platforms … as is the case with all of our Friends of Australia,” the spokeswoman added.

Paying a celebrity influencer is a fantastic way to boost a brand’s awareness – in this case the brand of Australia by the world-famous Thor. But the problem with a celebrity influencer is that they often play by their own rules, meaning there are so many ways it can go wrong.

No doubt TA has a lot of faith in Hemsworth but you can only imagine them biting their nails for months as Hemsworth uploaded pics of the Maldives, Fiji and him playing golf in an unknown location.

It’s tricky business these high profile influencers! Remember when Tourism Australia got a Made in Chelsea star to promote the country to her fans in the UK but all she did was a few tweets. Lucy Watson was part of a $10m deal to lure Brits down under but it’s hard to judge the results on her 1.4 million Instagram fans. She seems to promote her own brand very well, and by that I mean her own body via her bikini shots.

It could have been worse though. One of the stars of Keeping Up With The Kardashians once did a major fail by copying and pasting the instructions for a social media post. Scott Disick was paid by a skinny tea company for promotion but his Instagram followers were quick to see the faux pas when he captioned the post with the phrase “Here you go, at 4pm est, write the below”.

This really opened up the world’s eyes to how sponsored posts work (if we didn’t already see through their skinny tea and teeth whitener promotions!). And the comments can be so cruel once any ounce of transparency is shown.

We can’t give Hemsworth too much grief, he’s done a great job at promoting the country through his chiseled good looks and gorgeous family who seem to always get good weather when they’re at home in Byron Bay. He has written all the posts himself (by the looks of it, anyway) …  he just got a little slack along the way.

It’s the Australian way, you say. Although for $450,000 I think he could do better. When you compare it to the success of TA’s “Best Jobs In The World” campaign in 2013 that generated over $44 million in media coverage, you’ve got to think that sometimes you should just let the movie stars stick to their day jobs.

What do you think? Money well spent? Have your say.

Written by Alex Harmon

Source: Daily Telegraph





One Response

  1. Leo says:

    The media coverage generated for Australia off Chris Hemsworth has been worth over $152 million so far, much of this driven by his social media posts. So the investment hasn’t been too bad, I’d say…