Robert Irwin is the new face of a Queensland tourism campaign designed to lure international visitors to the sunshine state.
The wildlife warrior will team-up with cartoon character Bluey with the aim of attracting 1.3 million travellers from the US, UK, New Zealand, Japan, and Singapore.
On Sunday, Tourism and Events Queensland officially launched the $9.2 million campaign at Brisbane’s South Bank, with the commercial combining the star power of the two icons.
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“Ever wished you could live in Bluey’s world for real life?” Irwin asks in the campaign advertisement.
The commercial then sees a montage of iconic Queensland holiday hotspots, such as the Great Barrier Reef, the Gold Coast, and Brisbane, encouraging visitors to pack their bags.
“Come Play in Bluey’s World,” Irwin says in the commercial.
“Well, that’s all of Queensland. So come play!
“From the Great Barrier Reef, to the Outback, to Bluey’s hometown of Brisbane, and the Gold Coast, you’ll love all of Queensland — It’s Bluey’s world.”
As part of the tourism campaign launch, a number of youngsters broke the world record for a game of “Keepy Uppy” from Bluey — which involves keeping a red ball in the air.
More than 700 people played the game simultaneously in Brisbane, Cairns, and the Gold Coast.
The marketing campaign involves Tourism and Events Queensland and the BBC studios.
It comes ahead of immersive play land Bluey’s World opening on November 7.
Along with the campaign, a number of travel deals will be available on Flight Centre, Accor, and Qantas.
The new campaign comes after Irwin was the target of scammers, with an arrest photo going viral online last week.
The fake photo showed the wildlife champion being hauled away by two officers.
Irwin is yet to speak out about the doctored image.