Badger tourism’s new force

The Sunday Times - - CONFIDENTIAL -

FOR­MER Western Force favourite Nick “Honey Badger” Cum­mins has hit back at claims he’s not as big a name as Hol­ly­wood hunk Chris Hemsworth.

Af­ter be­ing named as an am­bas­sador for Tourism Aus­tralia’s $5 mil­lion youth cam­paign, tar­get­ing 18-to-29-year-olds glob­ally, Cum­mins play­fully took aim at the ac­tor, known for play­ing Thor in the Mar­vel movie fran­chise and who has worked with the tourism body for more than a year.

“Ev­ery year the hosts (am­bas­sadors) are bet­ter look­ing and this year is no dif­fer­ent,” Cum­mins joked. “Chris Hemsworth is a big strong rooster, a good-look­ing cat, but it is time for a change.”

Cum­mins, along with ac­tor Lin­coln Lewis and TV pre­sen­ter Teigan Nash, front the cam­paign.

Hemsworth’s star power, in­clud­ing voic­ing cam­paigns and pro­mot­ing Aus­tralia to the world on so­cial me­dia, has been cal­cu­lated to be worth $160 mil­lion in ad­ver­tis­ing.

Cum­mins took the last year off rugby and hinted at a change of di­rec­tion in 2018.

Nick ‘Honey Badger’ Cum­mins

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