AUSTRALIA’S own superhero Chris Hemsworth has gone on a social media blitz promoting his homeland and putting a big smile on the faces of Tourism Australia bosses.
The Byron Bay local has shared six posts with his 10.4 million Instagram followers in just over a week, leading Confidential to question if he was given a little gentle encouragement to hit the accelerator for the deal that saw him pocket $450,000 as Australia’s global tourism ambassador.
A government insider revealed Hemsworth’s social media promotion of Down Under is a major part of his role as the global ambassador.
After a three-month hiatus Hemsworth has this past week inundated Instagram with posts using the @australia tag, much to the delight of the Tourism Australia bosses.
“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,” the insider said.
“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 the Thor star 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, Tourism Australia does not set specific parameters or contractual deliverables around social media posts for Chris,” the spokeswoman said.
“We simply encourage our ambassadors to post as often as they wish, in their own authentic and passionate voice and use our tag @Australia where they see it to be appropriate.”
Trade, Tourism and Investment Minister Steven Ciobo said Hemsworth’s social media reach was a major factor in his ambassador role.
“Between both Hemsworth and his wife Elsa Pataky, they have posted a total of 58 posts tagging @Australia, with more than 268 million impressions and an engagement figure of over 11.9 million,” Ciobo told Confidential.
Originally published as Reason behind Hemsworth’s social media blitz