Lincoln Lewis, Nick Cummins and Teigan Nash will replace Hollywood megastar Chris Hemsworth as the new faces of Australian tourism.
Tourism Australia (TA) has turned to the son of Wally Lewis, a fringe Wallaby and ‘Tradie’ ambassador, and a little-known TV presenter to entice young people down under.
The Daily Telegraph (DT) reports today that Lincoln Lewis, Nick Cummins and Teigan Nash will replace Hollywood megastar Chris Hemsworth as the new faces of Australian tourism. The trio will lead TA’s new $5 million youth social media campaign targeting 18-29 year olds.
It is understood TA will save approximately $350,000, as it only has to pay its new stars a combined total of less than $100,000, compared to Hemsworth’s fee of $450,000. However the question was rightly raised by DT — how can the bosses of TA expect to see a return on investment anywhere near the reported $160 million, Thor added to the coffers?
TA managing director, John O’Sullivan, told News Corp it was irrelevant that Hemsworth’s social media following alone was 28 times larger than the new faces combined, because it’s the experiences being advertised that really lure travellers to Australian shores.
“With youth travellers it’s awareness of experiences and content that really drives their destination choices; we don’t necessarily have to use celebrity to do that,” he said. “That is really about getting that content into young people’s feeds and using talent who can talk in their language. That’s why we went with Teigan, Lincoln and the Honey Badger.”