Achieving cut-through in a cluttered market already serviced by numerous online travel companies won't be easy – and this is where Carter comes in.
In entering the travel scene, Carter follows in the footsteps of a few notable former ambassadors.
Asked by the Herald if he saw his ambassadorial approach as more akin to the Flight Centre Guy or the Trivago Lady, Carter laughed, saying he probably wouldn't be comparing himself too much to either.
"I think I'll be paving my own way," he said.
Carter is no stranger to the brand endorsement world, having previously also played ambassadorial roles for Daikin, Philips, Land Rover and Healtheries.
"I feel very fortunate to be in the position where I'm able to give companies an avenue to push themselves," Carter says.
The modern sponsorship model does, however, add a level of responsibility to sportspeople over and above their exploits on the field.
"It's often a question people asked of sportspeople: whether they see themselves as role models. And I do see myself as role model and I do believe it's important that you're acting in a way that inspires youth."
Carter's public image has largely been sterling over the years but for a 2017 drink-driving charge in France, which saw him lose his role as an ambassador for Land Rover.
"You have to tell your sponsors and you have to be really transparent," he said, reflecting on the event.
"It was a huge learning curve for me. [But] as long as [you] learn from these mistakes, you can really grow from situations like that."
