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05 Feb 2018
Crocodile Dundee promotes Australian tourism as Chris Hemsworth and Danny McBride reimagine popular film series in new campaign
BY
Tom Anstey
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The campaign will likely provide a welcome boost to visitor numbers at attractions across the country
photo: Tourism Australia
Australia has turned to one of its most beloved film franchises, along with two of Hollywood's biggest stars, as part of a multi-million dollar marketing push to draw visitors from across the world Down Under. First aired during yesterday’s (4 February) Super Bowl, the AU$36m (US$28.5m, €22.9m, £20.3m) campaign by government organisation Tourism Australia casts popular actors Chris Hemsworth and Danny McBride in a mock sequel to the hit 1980s film Crocodile Dundee as they travel around the country to take in the sights. During the viral short, the pair explore pristine beaches, taste Australian wines and dine on the iconic Sydney harbour, with a brief cameo from Crocodile Dundee himself, Paul Hogan.
In addition to the full trailer, Tourism Australia had been teasing social media in the build up to the release in recent weeks, with teasers featuring the likes of Australians Margot Robbie, Hugh Jackman, Russell Crowe, Isla Fisher and the US actor Danny McBride.
The stunt has proved an initial success, with advertising firm Amobee reporting a 681 per cent increase in digital mentions of Tourism Australia through the second half of January. In terms of Super Bowl advertising, the spot finished second overall for global digital engagement.
While targeting tourists worldwide, this campaign is paying special attention to the US, which is a critical market for Australia with 780,000 American visitors contributing AU$3.7bn (US$2.9bn, €2.35bn, £2.1bn) annually to the national economy.
The campaign will be a likely welcome boost to visitor numbers at attractions across the country, with Australia’s Gold Coast theme parks needing a particular push on their way out of a financial dip stemming from the tragic Dreamworld accident in 2016.
“A favourable exchange rate and strong aviation capacity leading to highly competitive airfares makes this the right time to increase our investment in the US,” said Australia’s Minister for Trade, Tourism and Investment, Steven Ciobo.
“This is the single largest investment Tourism Australia has ever made in the US market and one we believe will grow annual spend by American visitors to AU$6bn (US$4.76bn, €3.82bn, £3.38bn) by the year 2020.”
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