16 October 2012

Tourism Australia rubbishes Wolverine suggestion

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The head of Tourism Australia has dismissed claims that Wolverine actor Hugh Jackman should become the new face of Australian tourism in order to get back to the 'golden days'.

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Tourism Australia claims Hugh Jackman is not needed as the face of Australian tourism

Bruce Poon Tip, founder of G Adventures, said yesterday that Australian tourism had lost its identity since the days of 1980s campaigns spearheaded by Paul Hogan and saw Australia soar to the top of many tourists' dream destinations.

Referring to the infamous shrimp on the barbie advert of the 1980s, Mr Tip said "the identity that Australia had when Paul Hogan was Australia's representative was the golden days for Australia".

"He really defined Australia and everyone identified with him."

Mr Tip claimed it was time for a new face of Australia's tourism industry, and had one readymade in Hollywood A-lister Hugh Jackman.

"Australia has another real talent that's so versatile and that's Hugh Jackman. He dances, he sings, he's Wolverine."

However, Andrew McEvoy, managing director of Tourism Australia, says the country's reputation has become much more than a famous face and current campaigns exemplify that.

"Viewed more than 20 million times round the world, our current campaign, 'There’s nothing like Australia', shows that you don’t necessarily need to have a big name to make a big impact," said Mr McEvoy.

"Australia has grown up and speaks for itself and given the way consumers get their information, it’s the recommendation of various people they trust that makes the difference.

"It no longer relies on one representation of what is a multi-faceted visitor experience."

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