Tourism

Dundee outed as Tourism Aus’ next big campaign

You may have seen the new Crocodile Dundee spoof floating around the interwebs as of late.

We even covered it last week.

But one mysterious thing about the ad was that no one was taking responsibility for its creation.

Well, ladies and gentleman, we can now confirm this is the work of Tourism Australia, as the ad aired during yesterday’s Super Bowl to a global audience of roughly 103.4 million people.

dundeetourism-hero_preview

The ad piqued peoples’ curiosity and the rumour mill was spinning with suggestions the ad was from TA.

A statement from the Minister for Trade and Tourism about the ad said: “The teasers have generated almost 4,000 news stories, with an estimated advertising value of $30 million and an estimated audience of 3 billion people.

“In addition, more than 412 million people have been reached on social media platforms and importantly, 80 per cent of that is United States based.”

“The original 1986 Crocodile Dundee movie was a huge success and helped to put Australia on the map for many Americans.”

dundeetourism-beach_preview

“This new creative campaign targets high value travellers and, with support from more than 20 key distribution partners in the US, encourages Americans to book their tickets now.”

“The United States is Australia’s second largest market for spend and third largest for arrivals, with close to 780,000 American visitors spending $3.7 billion per year in Australia.”

“Currently, the US is forecast to be worth between $4.5 billion and $5.5 billion by 2020. This campaign aims to grow annual spend to $6 billion by 2020.”

Check out the full clip here:

Fingers crossed for a full movie!



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