Tourism Australia Bets Big on Old Movie Franchise and Croc Dundee Delivers
Photo Credit: The second phase of the Tourism Australia promotion aims to capitalize on the Dundee momentum and features comedic actor Danny McBride (Brian Dundee in the TV commercial and at right in this photo) in a social media campaign called “Why Australia” which highlights key tourist attractions such as nature, food and wine, indigenous culture and sports and events. Tourism Australia
Skift Take
Tourism Australia’s Super Bowl 2018 advertising campaign has been hailed as a marketing triumph. Now, it’s closely watching the booking to make sure it did the right thing by putting all its eggs in one basket.
It was a big roll of the dice when Australia’s tourism authority ventured more than twice its annual marketing budget on a TV commercial during Super Bowl 2018. But it already looks like it was a winning bet.
“The U.S. is a critically important market for Australian tourism, ranking second in terms of expenditure, and third in terms of visitor arrivals,” John O’Sullivan, managing director of Tourism Australia, told Skift. “Whilst awareness and intention to visit amongst Americans is improving, conversion is still low.”
According to government figures, 753,300 Americans visited Australia the year ending June 2017 (up 14 percent from the previous year), spending $2.85 billion (A$3.78 billion).
The $27 million (A$36 million) campaign centered on a faux trailer for a sequel to the iconic Crocodile Dundee movie franchise created by comedian Paul Hogan. The lavish production starred a who’s who of Australia’s Hollywood exports including Chris Hemsworth, Hugh Jackman,
