Tourism Australia has launched its $40 million aquatic and coastal marketing campaign at an event in New York, using the voice of actor Chris Hemsworth in a new broadcast advertisement designed to help lure cashed-up foreign tourists. 
The New York event, attended by Foreign Minister Julie Bishop, included virtual reality displays and aquatic-themed images being projected onto the ice rink at Bryant Park, with guests also enjoying a specially designed Australian menu by chef Luke Mangan.
The new advertisement provides a stark contrast with the freezing New York winter, with Tourism and International Education Minister Richard Colbeck saying the campaign was launched to coincide with the start of the holiday booking season for American tourists.
"There will be other launches in other countries as it is rolled out internationally," Mr Colbeck said, noting the Chinese launch would occur during Australia Week in   April. "Leveraging off Chris Hemsworth's global reach is something that is valuable. That will develop over time too. There is a real richness in his voice, the overlay on the advertisement. That really does add to the value of the advertisement."
Mr Hemsworth is best known as star of the Hollywood blockbuster franchise Thor.
The campaign comes at a time when Australia is proving increasingly popular with international visitors. In the 12 months ended   September 30, arrivals rose by 7 per cent to a record 6.7 million, with spending up 13 per cent to $34.8 billion.
"Inbound [tourism] is going very well, obviously driven by the [weaker] dollar and also driven by capacity on the airlines and driven by very competitive fares to and from Australia," said Andrew Burnes, the chief executive of travel agent Helloworld, which owns the nation's largest inbound operator, AOT.
"The average spend is up by about 20 per cent. People take harbour view rooms instead of city view [due to the weaker dollar]."
The new Tourism Australia campaign is designed to compliment rather than replace the successful Restaurant Australia campaign, which has helped boost spending on Australian food and wine.
"Already 70 per cent of our international visitors enjoy an aquatic or coastal experience as part of their trip to Australia, so this is a campaign we know will resonate strongly across all our key markets," Tourism Australia chief executive John O'Sullivan said.
However, one early viewer of the new advertisement, Greg Oates of US-based online travel industry publication Skift, said the video was "a series of tired cliches".
"One wealthy-looking 40-something couple after another looks longingly out to sea from helicopters, beaches, boats, and hillsides with kangaroos hopping by," Mr Oates said."There are a few shots of casual dining experiences but nothing that really grabs you."
Mr Colbeck said the campaign would include promotional packages for each of the states to help align their marketing campaigns with Tourism Australia at the national level. Over a dozen distinct experiences are featured in the advertisement, which is designed to help boost spending at locations around the country.
Visit Sunshine Coast chief executive Simon Ambrose said he believed it was significant the launch of the campaign was in New York, because the American market had the potential to grow significantly over the next five years.
The US market is Australia's fourth largest inbound market based on arrivals, after New Zealand, China and the United Kingdom, but the third most valuable in spending terms.