Australia's Dundee Campaign

March 11, 2018

Tourism Australia’s Dundee campaign encouraging Americans to take a trip “Down Under” has already had an impact, less than one month after its reveal at the Super Bowl event. The ad, watched by more than 100 million Americans during the game and many more globally, appeared to be a trailer for a new
‘Crocodile Dundee’ film, before switching into a showcase of Australia.

A-list Aussies including Chris and Liam Hemsworth, Hugh Jackman, Margot Robbie and Russell Crowe, as well as the original Dundee, Paul Hogan, all featured
in the ad.

According to Tourism Australia, the campaign has generated more than 12,000 media articles, with an estimated advertising value of $74 million.

The Minister for Trade, Tourism and Investment the Hon. Steven Ciobo MP said “Feedback from the tourism industry has been incredibly positive, with
initial results indicating a spike in booking enquires since the launch”.

These results show the Dundee campaign has brought Australia to the forefront of travellers’ minds, more than 30 years after the original film helped
put Australia on the map for many Americans.

Article Source: Tourism Australia




Back to News