Croc Dundee puts Australia back in front millions of Americans
Tourism Australia’s latest advertising campaign, aimed directly at attracting more American visitors, is the most innovative and exciting destination campaign of 2018, delivering big on the comic appeal of our best loved export, Crocodile Dundee.
“The hype and expectation around the Dundee: The Son of a Legend Returns Home “movie” has been extraordinary and has given us an early insight into the success we can expect from this campaign,” ATEC Managing Director, Peter Shelley said today.
“The campaign cleverly plays on the affinity Americans already have with our outback hero, Mick Dundee, and builds a contemporary story that once again connects the two nations together.
“This will be an exciting, innovative campaign, with extensive reach across social and traditional media platforms including a spectacular audience during the most watched TV event in the US, the NFL Super Bowl (link).
“While the primary target for this campaign is the US market, there is a good chance the trailer will resonate with other markets which is another positive spin off from this campaign."
Mr Shelley said that over the past 12 months Australia had seen a 10% increase in the number of visitors from the United States, a market that currently delivers over $3.7 billion in tourism export spending to our economy.
“It is the right time to be going big in the US as we have seen a renewed engagement from American visitors, and this campaign is a great reminder of the extraordinary range of experiences Australia can offer.
“The high yielding Americans have loved Australia for more than 30 years and we still rank as one of the top places on their bucket list, but there is opportunity to further grow this market as more Americans look to fulfil their travel dreams.
“As Australia’s all time top film export, these ads bring the legend of Crocodile Dundee to a whole new generation of Americans and re engages those who haven't thought about Australia for a while.
“Tourism Australia has definitely pulled out all the stops with this campaign, bringing together some of our biggest Aussie names in Hollywood, and these ads really hit the mark for creativity and execution.
“ATEC and its members are excited by this campaign and the benefits it will undoubtedly bring to our export tourism industry over the next 18 months and beyond.”