$195 million and counting … Chris Hemsworth’s Tourism Australia campaign is making a lot of money - 20th March 2019

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by Nadia Salemme, News Corp Australia Network

Chris Hemsworth’s hugely successful Tourism Australia campaign has generated an eye-watering sum of money, new figures show.

The 35-year-old Thor star’s social media-fuelled campaign, including a recent family trip to Western Australia, have created serious value for the national travel body.

Hemsworth’s involvement in the campaign since his appointment in January 2016 has generated over 7500 articles to promote Australia, with an estimated advertising value (EAV) of $195 million.

Overall, the campaign has had more than 18 billion views on social media in just over two years, the Tourism Australia stats revealed.

This includes his recent Western Australia holiday, which is said to have been worth $7.5 million in estimated advertising revenue — and counting.

Hemsworth — who is the fourth-highest paid actor in Hollywood — and his wife, Spanish actor Elsa Pataky, have also backed it up with a string of social media posts that have gone viral.

Overall, the Byron Bay-based power couple have promoted Tourism Australia more than 122 times on social media, generating more than 72 million likes, the tourism body claims.

The recent Western Australia campaign alone has resulted in 85 million total impressions and 15 million follower “engagements” from about six social media posts, the figures claim.

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(The Daily Telegraph)