Canberra's Nick Kyrgios has jumped on board the campaign to revive the city's tourism sector in the wake of the summer bushfire crisis.
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And the ACT government insists it isn't paying the tennis star a cent to do it.
As part of efforts to support a tourism and hospitality sector hit hard by the summer's fires and smoke, the government's marketing agency, VisitCanberra, is trying to harness the reach of local personalities to spread the message - to locals and visitors - that the city is open for business.
Tourism Minister Andrew Barr started promoting #holidayhereCBR on his social media channels in late January.
But the campaign has not been widely publicised, and has so far garnered little attention outside social media, as the threat of the Orroral Valley bushfire in Namadgi National Park loomed large over the city.
But now, the Canberran with the largest social media following has given the campaign a major boost.
Kyrgios, who spoke emotionally during the Australian tennis summer about the devastating bushfires and the toxic smoke which has blanketed his home town, has encouraged people to visit the nation's capital in a post to his almost 580,000 Facebook followers.
"One of the best ways to support bushfire recovery is to spend money in businesses in need, especially small business," the February 5 post read.
"Travel to a bushfire affected area, stay the night and spend something in a local business. My home town Canberra is an example of a city that has been affected. It is a great place to visit too!
"Let's rebuild together."
Mr Barr, Minister for Sport Yvette Berry and Tennis ACT were all "tagged" in the post, which included the #holidayhereCBR hashtag. The world number. 20 has not used the hashtag on posts to his Instagram account, which has 1.4 million followers.
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Governments have traditionally, and at times controversially, paid high profile celebrities to promote tourism and other campaigns.
But the ACT government said Kyrgios wasn't paid to post the message, and neither would the other local sporting clubs, businesses and tourism industry leaders which have been encouraged to use the hashtag.
"We were thrilled that Nick Kyrgios generously supported the campaign as a proud and long-time Canberran and a number of other passionate Canberrans are getting behind the campaign," a government spokeswoman said.
Dr Stephen Dann, a social media and marketing expert at Australian National University, said securing Kyrgios' support was a major coup for the ACT government.
Dr Dann said Kyrgios' well-known affection for Canberra meant the post would be viewed as authentic, which was a key challenge in government-led marketing campaigns.
"Once you get a big name, and they start posting, those smaller voices start to follow," Dr Dann said.
"This type of campaign is designed to provide reassurance for people, who might have a level of doubt about travelling here. Having someone they like and trust provide that reassurance, it gives them permission."