Any time a country or region imposes any sort of visa stipulation - even if it’s a waiver - the travel industry sighs a collective groan, knowing the obstacles and headaches to come.
SYDNEY — Want a good reason to watch Tourism Australia’s new advertising campaign? Here are two: Chris and Liam Hemsworth.
That’s right, the hunky Aussie brothers are featured in the star-studded commercial, which aired last night during the second quarter of the Superbowl. However, while teasers leading up the Big Game hinted that the duo stars in a new sequel to the 80s hit movie ‘Crocodile Dundee’, they’re actually fronting Tourism Australia’s campaign aimed at attracting more tourists to Australia.
In fact, Tourism Australia pulled off the dupe so well that major news outlets like ‘Good Morning America’, ‘Hollywood Reporter’ and ‘People’ believed the hype over a new Dundee film. What we all got instead, however, was a 90-second ad that highlights Australia’s fine wines, world-class restaurants and amazing wildlife.
Presented as a buddy comedy, the ‘movie’ features Danny McBride as Brian Dundee, the long-lost son of Mick Dundee, and Chris Hemsworth as his sidekick, Wally Jr. The all-Australian support cast has an impressive roll call of Hollywood heavyweights and homegrown talent, including Hugh Jackman, Russel Crowe, Margot Robbie, Ruby Rose, Liam Hemsworth, Isla Fisher, Luke Bracey Jessica Mauboy, and even Mick Dundee himself, Paul Hogan.
The teasers led viewers to believe that Mick ‘Crocodile’ Dundee was lost in the Outback, and only his American son would be able to find him. Teaser films encouraged fans to tune in to see the ‘official movie trailer’ during the Superbowl, during which the Tourism Australia campaign was ultimately revealed.
Part of its global ‘There’s Nothing Like Australia’ masterbrand campaign, ‘Dundee: The Son of a Legend Returns Home’ represents the biggest campaign Tourism Australia has run in the U.S. since Paul Hogan’s ‘Come and Say G’Day’ campaign in 1984. It also represents the largest investment ever made by Australia into a single overseas tourism market, at US$27 million.
Tourism Australia has set a goal to make Australia the most desired destination for Americans to visit by 2020.
Tourism Australia Chief Marketing Officer Lisa Ronson said the Big Game provided the perfect platform to grab attention in the US before rolling out the new campaign’s commercial elements in order to convert interest into bookings.
“The Super Bowl has the largest reach of any advertising platform in the US, with more than 100 million viewers tuning in across America and many more millions globally. Importantly, many viewers are the high-yielding American traveler we specifically target,” she said.
To explore all the elements of the campaign, visit www.australia.com and australia.com/dundee.