Tourism Australia: Crocodile Dundee inspires new USD28m American tourism push

5 February, 2018

Tourism Australia, via a special edition of its Essentials publication, stated (05-Feb-2018) the Super Bowl (Big Game) on 05-Feb-2018 kicked off a new AUD36 million (USD27.8 million) marketing push by Tourism Australia 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 largest celebrities, the campaign is the biggest Tourism Australia has run in the US since Paul Hogan's famous Come Say G'Day ads more than 30 years ago. Initially giving the appearance of an official film trailer for a new Crocodile Dundee movie, the sixty second ad then switches into a showcase for Australian tourism. Further details are include:

  • Campaign rollout: To generate interest ahead of the Big Game the campaign was initially disguised as a new Dundee Movie with a series of short teaser films (Teaser 1 - Teaser 2 - Teaser 3) featuring Danny McBride playing Brian Dundee, the long-lost son of Mick Dundee, and Chris Hemsworth as his sidekick Wally Jr. These were followed by a special cameo film introducing the supporting cast featuring Hugh Jackman, Margot Robbie, Russell Crowe, Ruby Rose, Liam Hemsworth, Isla Fisher, Luke Bracey and Jessica Mauboy. When fans tuned in to watch the 'official movie trailer' during the Big Game the campaign ad was ultimately revealed featuring the original Paul 'Crocodile Dundee' Hogan;
  • Campaign targets and measurement: The objective of the campaign is to make Australia the most desired, considered and intended destination to visit by 2020 amongst Tourism Australia's target consumers in the US to grow the value of the US market annually from the current AUD3.7 billion (USD2.9 billion) to AUD6 billion (USD4.8 billion) p/a 2020. Consumer response to the campaign in-market will be monitored through campaign evaluation research using many indicators including impact on consumer awareness; consumer preferences; and intention to visit Australia. Tourism Australia's work with industry partners on the campaign will also be measured through leads generated and unique visitors to campaign platform;
  • Celebrity Q&As: 'Why Australia': The campaign will also include a series of light-hearted online videos called 'Why Australia' where Danny McBride chats '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;
  • itineraries: To convert interest into bookings tailored travel itineraries and inspiring destination information has been published on This is supported with an interactive map and a dedicated campaign 'marketplace' which includes airfare and tailored holiday offers carefully chosen by key distribution partners to resonate most strongly with high value American travellers. All of Australia's states and territories are featured with locations, products and experiences;
  • US as a market for Australia: The US is Australia's third largest tourism market with 777,500 arrivals for the 12 months to Nov-2017. Americans currently spend AUD3.7 billion (USD2.9 billion) on trips to Australia. There are 110 direct services per week from the US to Australia. Currently, the US is forecast to be worth between AUD4.5 billion (USD3.6 billion) and AUD5.5 billion (USD4.5 billion) by 2020. This campaign aims to grow annual spend to USD4.8 billion by 2020. [more - original PR - Ministry of Trade, Tourism and Investment]