During Sunday’s Super Bowl, the most watched television broadcast in the United States, a new marketing action of AUD $ 36 million was launched by Tourism Australia with the goal of enhancing US tourism in the Down Under lands.
Sponsored by Qantas, American Airlines and Wine Australia and featuring some of Australia’s top celebrities, this is the largest Tourism Australia campaign in the United States since Paul Hogan’s famous Go Say G’Day announcements. of 30 years. Celebrities who are part of the film include Chris and Liam Hemsworth, Hugh Jackman, Paul Hogan, Margot Robbie, Ruby Rose and Russell Crowe, as well as American actor Danny McBride.
Australian Minister of Commerce, Tourism and Investment Steven Ciobo said that 2018 presented the perfect opportunity to “aggressively” target the US market.
“The United States is a critical market for Australia with about 780,000 US visitors spending AUD $ 3.7 billion a year. Favorable exchange rate and strong air capacity that lead to highly competitive airfares make this the right moment sure to increase our investment in the United States.
“While Australia holds a key place among Americans in terms of desire and awareness of our tourism offerings, we stand behind our competitors when it comes to real reserves.” This new campaign will address this conversion challenge.
The campaign was officially launched with a new broadcast announcement, revealed to a television audience of more than 100 million Americans during the Super Bowl.
Initially giving the appearance of an official trailer for a new movie of the “Crocodile Dundee”, the sixty second ad was cleverly converted into an incredible showcase for Australian tourism.
The “new” film for 2018, Dundee: The Son of a Legend Returns Home, was first introduced in mid-January with a series of short films, in the form of a promotional campaign. Launched through social media, the clips featured the two main characters in the film: Danny McBride as Brian Dundee, Mick Dundee’s long-lost son and Chris Hemsworth as his companion, Wally Jr.
A special performance showed the rest of the cast, an impressive list of Hollywood heavyweights and local talent including Hugh Jackman, Margot Robbie, Russell Crowe, Ruby Rose, Liam Hemsworth, Fisher Island, Luke Bracey and Jessica Mauboy.
Tourism Australia managing director John O’Sullivan said the promotional power of the Crocodile Dundee franchise today was as strong as the original film when it was released in 1986.
Qantas Group CEO Alan Joyce said the national airline was thrilled to support this groundbreaking campaign that encourages more Americans to travel to Australia.
“For our guests, Australia’s experience begins the moment it enters our lounges and on board where we show the best food, wine and local hospitality.
All states and territories of Australia are featured in the campaign with carefully chosen locations, products and experiences to bring more value to American travelers looking to experience Australia.
Photo: Press Release