Last updated: 01:00 PM ET, Mon January 25 2016

Avengers Star To Be the Face of New Australia Ad Campaign

Destination & Tourism | Rich Thomaselli | January 25, 2016

Avengers Star To Be the Face of New Australia Ad Campaign

Photo courtesy of Thinkstock

Australian actor Chris Hemsworth, the international star who plays Thor in both the eponymous films and the "Avengers" series, has been named as the global ambassador for Tourism Australia's new campaign, which kicks off with a gala event tonight at Bryant Park in New York City.

The ad campaign is estimated to cost more than $25 million and marks Australia’s first big push into the U.S. in more than 30 years, since "Crocodile Dundee" star Paul Hogan became an international sensation.

READ MORE: Is Australia’s Inland Sea Ready to Return?

Tourism Australia Managing Director John O'Sullivan said that while Australia would still be the star of its latest campaign, Hemsworth would provide an authentic Australian voice to help tell the country's story globally.

"Chris truly embodies the Australian way of life and his love of his home country, with all its natural beauty, makes him an ideal ambassador," O’Sullivan said in a statement. "From learning how to surf on Phillip Island, fishing with his brothers in the Northern Territory and family beach holidays, Chris has grown up in Australia in and around water and his own personal experiences bring a truly authentic and influential Australian voice to our campaign."

Tourism Australia's Chief Marketing Officer, Lisa Ronson, said the Hollywood star will launch the country's new campaign — focusing on its stunning beaches and coastal experiences. Tourism in 2015 was up almost nine percent, but tourism officials found that online searches for Australia were down, as explained in this video.

READ MORE: Melbourne, Australia Remains World's Most Livable City

"Chris is passionate about Australia, with a genuine desire to promote the Australian way of life and therefore makes a great global ambassador for telling the world why there's nothing like Australia," Ronson said.

"In Australia you're surrounded by the most incredible natural beauty. Being in the water or near to it is a way of life for us," Hemsworth said. "It wasn't a hard decision to move back to Australia because this part of the world is such a special place. This is the place I want my kids to grow up — that's the world I want them to be part of. I'm really looking forward to launching this new campaign in New York and sharing with the rest of the world just how amazing this country really is.”

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