Influencer Marketing Analysis: Chris Hemsworth & Tourism Australia

This essay provides an influencer reflection analysis focusing on Chris Hemsworth's involvement with Tourism Australia's advertising campaigns, particularly the Crocodile Dundee-themed commercial. It examines how the campaign utilized Hemsworth's celebrity status to attract international visitors, emphasizing the focus on Australia's natural beauty and unique tourism experiences. The analysis covers the communication strategies employed, including the use of humor and visuals, and assesses the effectiveness of Hemsworth as an influencer in conveying the message of Tourism Australia. Furthermore, the essay justifies these observations by referencing marketing theories related to mass media, influencer marketing, and consumer behavior, highlighting the campaign's success in engaging a global audience through various platforms, including television and social media. The conclusion emphasizes the importance of selecting influencers who align with the product being promoted and underscores Hemsworth's effectiveness in representing Tourism Australia due to his Australian identity.

Running head: INFLUENCER REFLECTION ANALYSIS
INFLUENCER REFLECTION ANALYSIS
Name of the Student
Name of the University
Author Note

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Introduction of the Influencer
The influencer that has been selected is Chris Hemsworth. The Australian actor is
connected with the campaign for tourism Australia. The actor featured in a Dundee commercial
for Australia that was featured in the Super Bowl commercial segment. The advertisement was a
reminder of the Crocodile Dundee advertisements of the Past. Chris Hemsworth is known for his
portrayal of the Marvel Comic character of Thor. The tourism Australia Advertising campaigns
involving Hemsworth are usually audio-visual or online messages. The target audience is mainly
international visitors to Australia. This can easily be seen through the fact that Tourism Australia
broadcasts its advertisements throughout the world. The number of followers for the crocodile
Dundee ad was 1 billion people. The other communication platforms used were social media and
newspapers.
Reflection on the influencer’s activities
a) Focus of the communication activities
As the campaign was for tourism Australia, the main focus was towards attracting more
and more consumers to the product. In this case the product offered were tourism service in the
country. The communication activities were focused towards attracting the attention of travelers
around the world to Australia. Along with the same the primary commercial for TV focused on
the character of Crocodile Dundee. Crocodile Dundee was an American-Australian comedy
movie of the 1980s which became widely popular. The Advertisement featured Chris
Hemsworth as the assistant of Mick Dundee’s son played by Danny McBride (Tourism Australia
Corporate Website - Tourism Australia, 2019). The Focus was always to depict the natural
beauty of Australia. In a way the advertisement campaign never lets the influencer take on the

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principle role. Hence, the essential focus is always on depicting the great possibilities that are
present for tourism in Australia. The communication focused on promoting Australia as a tourist
experience that is unlike any other place in the world. The unique natural beauty of the country
was uphold through the entire campaign.
b) Communication of messages
I think what was important in the message was a very humble depiction of the main
characters. The main characters for a long time treat the ad to be the trailer of their new movie.
However, the ad by the end revels that it is not a movie but an ad campaign for Tourism
Australia. The visuals used in the Ad campaign are great and portray the beauty of the continent
of Australia. It is important to note that the message that was put forward through the campaign
helps to establish that Australia is a destination worth visiting. The message is clear and the use
of clever communication helps to put forward the actual aims of Tourism Australia. The ad
campaign being a success was then followed up through related online and newspaper
campaigns. It has to be said that Chris Hemsworth has been an effective influencer. He is a good
face of Australia tourism. Moreover, the message is clear and concise. It helps to show that the
audience can effectively connect with the campaign for tourism Australia.
Justifications of the observations
The observations made helps to put forward the actual aims and objective of tourism
Australia. Chris Hemsworth was used as an iconic personality to make the message more
effective. Marketing at the basic level consists of putting ideas through to the target audience by
the effective use of mass-media (Campbell & Grimm, 2018). A significant reason for the use of
influencer marketing at the present times is the large choices that the customers have when they

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go to buy products. Theories suggest that mass media puts an idea through to an influencer. The
influencer then interprets a message and puts forward to the public. Although this theory is not
the only theory that always works in the favor of better advertising. There are other factors like
personal experiences of the consumers that work in case of marketing (Keller & Fay, 2016). It
can be said that in the end the people are influenced by social influencers, advertising
combinations and to a great extent, by each other.
The above mentioned factors greatly work in the favor of the Tourism Australia
campaign with Chris Hemsworth being a major influencer. In the first week Chris Hemsworth
was seen in some still images focused on the tourism Australia campaign. In this week the
influencer was in a way acquainted with the target audience. The actor is one of the most
renowned actors in the world presently due to his association with superhero movies. However,
the ad campaign does not use the superhero image of the person. On the contrary the more
Australian image of the influencer was used. In week two the Audio visual advertisement
involving the Crocodile Dundee is used in which Chris Hemsworth stars along with Danny Mc
Bride (Thomsen, 2019). This Ad campaign also has the names of Liam Hemsworth, Hugh
Jackman, Russel Crowe, Margot Robbie and Paul Hogan. In the third week, the campaign was
released in social media. The campaign was able to garner 892 million viewership ratings. The
campaign was very much successful in the US. It can be said that this was an ad campaign where
many people became involved representing the country of Australia. Chris Hemsworth was a
sole part of the campaigns of Travel Australia that took place later on. The campaigns of Travel
Australia have since been very successful. The influencers that have been used for the campaigns
have been greatly effective in putting forward the actual messages to the target audiences.

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Figure 1: Tourism Australia Ad campaign
(Source- tourismaustralia.com)
Conclusion
In conclusion, it can be said that influencers helps target audiences to identify effectively
with the message of an advertising campaign. As social influencers provide an idealistic picture
of a product, people tend to be more inclined towards these products that become significant in
their appeal. However, influencers have to be selected on the basis of their proximity to the
product that is being promoted. Chris Hemsworth as an influencer have been effective in putting
forward the message of Tourism Australia as he is an Australian himself. The world is already
aware of the Australian actors. Hence, they can be used for effectively putting forward messages
that are aimed towards attracting people towards Australia.

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References
Abidin, C., & Ots, M. (2016). Influencers tell all. blurring the lines, 153.
Campbell, C., & Grimm, P. E. (2018). The challenges native advertising poses: exploring
potential FTC responses and identifying research needs. Journal of Public Policy &
Marketing.
Keller, E., & Fay, B. (2016). How to use influencers to drive a word-of-mouth strategy. WARC
Best Practice, April.
Thomsen, S. (2019). Tourism Australia's Crocodile Dundee campaign was seen by more than 1
billion people. Retrieved from https://www.businessinsider.com.au/tourism-australias-
crocodile-dundee-campaign-was-seen-by-more-than-1-billion-people-2018-3
Tourism Australia Corporate Website - Tourism Australia. (2019). Retrieved from
http://www.tourism.australia.com/en