Australian celebrities have helped ramp up the hunt for a Virgin flight attendant who went missing on Australia Day.
Benjamin Roper, 32, was last seen at his apartment in Randwick, on Sydney's eastern suburbs, about 7pm (AEDT).
Police, who described Mr Roper as "well liked," hold serious concerns for his safety.
Mr Roper's friends and family have since turned to social media sites to seek information on his whereabouts.
Comedian Julia Morris and ironwoman Candice Falzon have helped spread the message on Twitter.
"A family friend of mine is missing in Sydney. Please look at this page & contact Maroubra Police if u know anything," said The Celebrity Apprentice star Morris, pointing to a Facebook page in one of three posts that have been retweeted 384 times.
In a post that was retweeted 310 times, Falzon wrote: "Please retweet in the hope of finding Ben. He has been missing since Saturday. Thanks."
Virgin is also helping police with their enquiries.
Inspector Leonard James said police are concerned that Mr Roper "may not be well at the moment."
"From what I understand, he was in a steady relationship. He appears to be a well-liked person who does his job well and that this is very much out of the ordinary for him," Insp James was quoted by as saying.
Mr Roper is described as 180cm tall with a medium build and shaved brown hair.
He also has some distinctive tattoos, including a flame design on his upper right arm and the numbers 2035 on his back.
Anyone with information is urged to call Crime Stoppers on 1800 333 000.
Sources: Twitter, Facebook, Daily Telegraph
Author: Erin Tennant, Approving editor: Mark Worley