CROCODILE DUNDEE
INSPIRES NEW $36M
AMERICAN TOURISM PUSH
T
he recent Super Bowl in the US saw the launch of a new $36 million marketing push by Tourism
Australia to attract more high spending Americans Down Under.
The fictitious trailer for Dundee: The Son of a Legend Returns Home starring Chris Hemsworth and Danny
McBride is the largest campaign Tourism Australia has run in the US since Paul Hogan’s famous Come Say
G’Day ads more than 30 years ago.
The star studded clip featuring the likes of Hugh Jackman, Paul Hogan, Margot Robbie, Ruby Rose and
Russell Crowe even managed to get US President Donald Trump excited enough to tweet his support.
Australia’s Minister for Trade, Tourism and Investment, Steven Ciobo says this year presented the perfect
opportunity to “aggressively target” the US market, which he describes as a critical market for Australia.
“A favourable exchange rate and strong aviation capacity leading to highly competitive airfares makes this
the right time to increase our investment in the United States,” he says.
“Whilst Australia ranks highly among Americans in terms of desirability and awareness of our tourism
offerings, we lag behind our competitors when it comes to actual bookings. This new campaign will
address this conversion challenge.”
The new campaign is the single largest investment Tourism Australia has ever made in the US market,
and one they believe will grow annual spend by American visitors from the current 3.7 billion per year to
$6 billion by the year 2020.
Hemsworth, who is also Tourism Australia’s global tourism ambassador, says that being involved in the new
campaign was a huge honour.
“Crocodile Dundee and Hoges did an outstanding job thirty odd years ago of captivating American
audiences and putting Australia onto their travel wish lists. I’d like to think the inspiration the film has
provided for this new Tourism Australia campaign will ultimately translate into similar success,” he says.
Fresh. Fragrant. Flavoursome
Experiences Reimagined
with
Executive Chef
Garry Kindred
AIMEDaily Day 2, 2018 9