Crocodile Dundee inspires new $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 new 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.
The campaign also includes a series of light-hearted online videos called Why Australia where Danny McBride chats ‘US talk show’ style with Chris Hemsworth, Curtis Stone, Matt Wright and Jessica Mauboy. Filmed on set, the four well-known Australians provide personal perspectives and unique insights on Australia’s food and wine, nature and wildlife, aquatic and coastal experiences, culture and heritage and sport and events.
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.