Crocodile Dundee inspires $36m American tourism push.
On 5 February 2018 at the Super Bowl, the most watched television broadcast in the United States, Tourism Australia kicked off a $36 million marketing push aimed at supercharging the value of American tourism Down Under.
Supported by Qantas, American Airlines and Wine Australia and featuring appearances from some of Australia’s biggest celebrities, the campaign is the largest Tourism Australia has run in the United States since Paul Hogan’s famous Come Say G’Day ads more than 30 years ago.
The campaign was officially kick started with a new broadcast ad, unveiled to a TV audience of more than 100 million Americans during the Big Game.
Initially giving the appearance of an official film trailer for a new Crocodile Dundee movie, the 60 second ad then cleverly switched into an incredible showcase for Australian tourism.
Dundee Movie: Visit The Set
In October 2018 Tourism Australia launched the next phase of the campaign with a series of videos inviting Americans to book a trip Down Under and visit the ‘set’ of the movie.
Starring Aussie actor Luke Hemsworth, the videos take US travellers on an exclusive behind the scenes tour of the Dundee movie backlot, showcasing the breadth of spectacular and unique experiences on offer across Australia.
To convert interest into bookings, Tourism Australia has also published tailored travel itineraries and inspiring destination information on Australia.com supported with a dedicated campaign ‘marketplace’ which includes airfare and tailored holiday offers from 20 campaign partners, all aimed at encouraging Americans to book a trip Down Under.
See the campaign marketplace at www.australia.com/Dundee.