Australia’s strict measures and border closures have kept Covid-19 contagion numbers low, though it has come with a cost: the tourist sector has felt the brunt caused by the drop in international arrivals. Some tourism organizations have since tried to react by designing creative solutions to bolster tourism in any way they can.
The tourism board in Cowra, a small town in New South Wales posted a video with the slogan, “Get Chris to Cowra”, inviting the Marvel hero to bring his family to the town for a holiday. They did not know what it would lead to.
Cowra Tourism had been working on this project over the last few months hoping to generate significant uptake and coverage, that would in turn promote the town and its surroundings in a fun and positive way.
The Marvel movie star, better known by some for his role as God of Thunder, Thor, saw the campaign and reacted by posting on his Instagram account that he would love to visit the town and region. The Avenger shared Cowra Tourism’s now viral video on his Instagram with the caption highlighting the difficulty Covid-19 has had on regional and rural tourism.
Big love to all the folks in Cowra for this amazing campaign, warmed my heart and made me smile
Chris Hemsworth
According to the BBC, the town has announced there are plans to build a large statue of the Australian Tourism Ambassador. Whether the statue, which they have named ‘The Big Chris’, is actually approves still needs to be determined. The plans suggest it will be as big as forty meters tall, which would be two meters taller than the world famous Christ the Redeemer in Rio de Janeiro.
Hemsworth was born in Melbourne and moved his family from Los Angeles back to Australia a few years ago, CNN reports. He signed on as Australia’s tourism ambassador in 2018.
