"This drink, I like it. ANOTHER!" - Thor (post VB)
SPOLIER ALERT: Don’t read this post if you haven’t seen Avenger’s: Endgame.
At the 2019 Mumbrella CommsCon Awards, Tourism Australia took home two prestigious awards for its Dundee: Son of a Legend Returns ad, starring Danny McBride alongside Australia’s favourite son Chris Hemsworth. The ad went viral having earned nearly 8 million views since airing at the 2018 Superbowl.
This isn’t the first time that brand Australia has associated with the famous actor and his fun-loving, Aussie dad and all-round top bloke persona. In 2016 Chris Hemsworth was announced as Tourism Australia’s global ambassador, and voiced over another ad showcasing the country’s beautiful landscapes and scenery.
For this tourism campaign viral marketing thought-experiment I’m proposing Tourism Australia continue its work with Chris Hemsworth, whilst piggybacking off of the actor’s 2019 notoriety – namely with the recent release of Avenger’s: Endgame.
Avengers: Surf, Sand and Sun
If you haven't seen Avenger's: Endgame and plan to, you should definitely stop reading now.
Chris Hemsworth’s character Thor’s last scene in Endgame sees the Norse God join the crew from the Guardians of the Galaxy. For this ad I propose a detour that sees the God of Thunder and GotG leading man Chris Pratt (a.k.a. Star Lord) chilling out on a beach in Australia with the tag line Even heroes need a holiday. Above is an ad poster/billboard mock up that could be teased online and in public areas (guerrilla style), and accompanied by an ad starring the two famous Chris’s crashing their spaceship in Bondi. Additionally, Thor's incorrect title 'Lorf of Thunder' is a reference to 2017 box office hit, Thor: Ragnorok.
The celebrity endorsement by Chris Hemsworth and Chris Pratt act as amplifiers for brand Australia, especially Hemsworth whose personal brand is already so closely associated with the country, continuing on Tourism Australia's existing campaign work with the actor. Additionally, the Avengers and the wider MCU already generates so much buzz, viral content, and social media traffic, which makes now the perfect time to ride the wave – making the perfect recipe for a viral campaign.
This blog post was made for a MKTG3023 assessment task.
Hey Catherine,
First of all, nice re-brand/new website and logo, I’m liking it! 😉
Okay now onto this post. I love it, honestly, as a big Avengers fan myself, I think this is an awesome idea and would work really well. Apart from the awesome idea itself, I think you’ve done a really good job at finding evidence to start off with that the brand association with Chris Hemsworth has worked in the past and therefore has the strong potential to work in the future. I think the idea to continue using him for Tourism Australia is a great idea; since his voice has already been used it would be easily recognisable to the consumers. His global presence on and…