{"id":1925,"date":"2018-02-05T12:53:24","date_gmt":"2018-02-05T12:53:24","guid":{"rendered":"https:\/\/novacancynews.com\/?p=1925"},"modified":"2024-05-01T13:03:12","modified_gmt":"2024-05-01T17:03:12","slug":"crocodile-dundee-inspires-new-a36m-american-tourism-push","status":"publish","type":"post","link":"https:\/\/novacancynews.com\/crocodile-dundee-inspires-new-a36m-american-tourism-push\/","title":{"rendered":"Crocodile Dundee Inspires New A$36M American Tourism Push"},"content":{"rendered":"

Yesterday’s Big Game, the most watched television broadcast in\u00a0the United States<\/span>, kicked off a new\u00a0A$36<\/span>\u00a0million\u00a0marketing push by Tourism Australia, aimed at supercharging the value of American tourism Down Under.<\/p>\n

Supported by Qantas, American Airlines and Wine Australia and featuring appearances from some of\u00a0Australia’s<\/span>\u00a0biggest celebrities, the campaign is the largest Tourism Australia has run in\u00a0the United States<\/span>\u00a0since\u00a0Paul Hogan’s<\/span>\u00a0famous\u00a0‘Come Say G’Day’<\/b><\/i>\u00a0ads more than 30 years ago. Celebrities featured include\u00a0Chris and Liam Hemsworth<\/span>,\u00a0Hugh Jackman<\/span>,\u00a0Paul Hogan<\/span>,\u00a0Margot Robbie<\/span>,\u00a0Ruby Rose<\/span>\u00a0and\u00a0Russell Crowe<\/span>\u00a0as well as American actor\u00a0Danny McBride<\/span>.<\/p>\n

Australia’s<\/span>\u00a0Minister for Trade, Tourism and Investment, the Hon Steven Ciobo MP said 2018 presented the perfect opportunity to ‘aggressively target’ the US market.<\/p>\n

“The United States<\/span>\u00a0is a critical market for\u00a0Australia<\/span>, with close to 780,000 American visitors spending\u00a0A$3.7 billion<\/span>\u00a0per year. A favourable exchange rate and strong aviation capacity leading to highly competitive airfares makes this the right time to increase our investment in\u00a0the United States<\/span>.<\/p>\n

“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.<\/p>\n

“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\u00a0A$6 billion<\/span>\u00a0by the year 2020.<\/p>\n

“It’s amazing to have\u00a0Australia’s<\/span>\u00a0stars come together for their country and support this campaign. Aussie icons like\u00a0Chris Hemsworth<\/span>,\u00a0Margot Robbie<\/span>\u00a0and\u00a0Hugh Jackman<\/span>\u00a0are huge in the US, their popularity will help showcase\u00a0Australia<\/span>\u00a0and get the message out to visit\u00a0Australia<\/span>,” he said.<\/p>\n

The campaign was officially kick started with a new broadcast ad, unveiled to a TV audience of more than 100 million Americans during the Big Game.<\/p>\n

Initially giving the appearance of an official film trailer for a new\u00a0Crocodile Dundee<\/i><\/b>\u00a0movie, the\u00a060 second ad then cleverly switched into an incredible showcase for Australian tourism.<\/p>\n

The ‘new’ 2018 movie,\u00a0Dundee: The Son of a Legend Returns Home,\u00a0<\/i><\/b>was first flagged in mid-January, with a series of short teaser films taking the form of a traditional studio promotional campaign.<\/p>\n

Released through social media, the clips introduced the film’s two main characters:\u00a0Danny McBride<\/span>playing\u00a0Brian Dundee<\/span>, the long-lost son of\u00a0Mick Dundee<\/span>, and\u00a0Chris Hemsworth<\/span>\u00a0as his sidekick, Wally Jr.<\/p>\n

A special cameo film featured the rest of the cast with an impressive roll-call of\u00a0Hollywood<\/span>heavyweights and homegrown talent, including\u00a0Hugh Jackman<\/span>,\u00a0Margot Robbie<\/span>,\u00a0Russell Crowe<\/span>,\u00a0Ruby Rose<\/span>,\u00a0Liam Hemsworth<\/span>,\u00a0Isla Fisher<\/span>,\u00a0Luke Bracey<\/span>\u00a0and Jessica Mauboy.<\/p>\n

The carefully orchestrated PR and social media campaign encouraged fans to tune in and watch the ‘official movie trailer’ during the Big Game where, helped by a cameo appearance by Paul ‘Crocodile Dundee’ Hogan, Tourism Australia’s new campaign was ultimately revealed.<\/p>\n

Tourism Australia Managing Director\u00a0John O’Sullivan<\/span>\u00a0said the promotional power of the\u00a0Crocodile Dundee<\/i><\/b>\u00a0franchise today was as a strong as when the original movie was released in 1986.<\/p>\n

“Crocodile Dundee<\/i><\/b>\u00a0put\u00a0Australia<\/span>\u00a0on the map for Americans in the ’80s. The film helped shape their view of\u00a0Australia<\/span>, showing them our country’s natural beauty and Australians’ friendly and welcoming nature. And it remains relevant today, with our research showing that Mick ‘Crocodile’ Dundee is still a character Americans believe warmly represents the Australian way of life.<\/p>\n

“Chris and Danny, along with the cameo appearances in the teasers from so many well-known Australian stars, has given us real star power to capture America’s attention again. The Big Game has the largest reach of any advertising platform in the US, with more than 100 million Americans tuning in and many more millions globally.\u00a0It’s the perfect platform to begin rolling out our biggest tourism push in the US in over 30 years, with more than 20 commercial partners primed to start converting the huge interest we’ve generated into bookings,” he said.<\/p>\n

Tourism\u00a0Australia’s<\/span>\u00a0global tourism ambassador\u00a0Chris Hemsworth<\/span>\u00a0said that being involved in the new campaign was a huge honour and had also been a lot of fun. “Crocodile Dundee and Hoges did an outstanding job thirty odd years ago of captivating American audiences and putting\u00a0Australia<\/span>\u00a0onto 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 said.<\/p>\n

The campaign also includes a series of light-hearted online videos called\u00a0Why\u00a0Australia<\/span><\/i><\/b>\u00a0where\u00a0Danny McBride<\/span>\u00a0chats ‘US talk show’ style with\u00a0Chris Hemsworth<\/span>,\u00a0Curtis Stone<\/span>,\u00a0Matt Wright<\/span>\u00a0and Jessica Mauboy. Filmed on set, the four well-known Australians provide personal perspectives and unique insights on\u00a0Australia’s<\/span>\u00a0food and wine, nature and wildlife, aquatic and coastal experiences, culture and heritage and sport and events.<\/p>\n

To convert interest into bookings, Tourism Australia has also published tailored travel itineraries and inspiring destination information on Australia.com supported with a dedicated campaign ‘marketplace’ which includes airfare and tailored holiday offers from 20 campaign partners, all aimed at encouraging Americans to book a trip Down Under.<\/p>\n

Qantas Group CEO,\u00a0Alan Joyce<\/span>, said that the national carrier was excited to support this innovative campaign that encourages more Americans to travel to\u00a0Australia<\/span>.<\/p>\n

“For our customers their experience of\u00a0Australia<\/span>\u00a0begins the moment they step into our lounges and on-board where, we showcase the best local food, wine and hospitality.<\/p>\n

“Qantas offers more flights between the U.S. and\u00a0Australia<\/span>\u00a0than any other airline and we’ve been doing it for more than sixty years. We look forward to helping more Americans experience all that our beautiful country has to offer and showing just how easy it is to get here,” Mr Joyce said.<\/p>\n

“Australia<\/span>\u00a0is home to 65 unique wine regions and thousands of world-class vineyards that craft wines of exceptional quality. We are thrilled to support this campaign that encourages more people to visit\u00a0Australia<\/span>\u00a0to discover the beauty and sophistication of our wine regions and enjoy a glass of fine Australian wine,”\u00a0Andreas Clark<\/span>, CEO, Wine Australia said.<\/p>\n

All of\u00a0Australia’s<\/span>\u00a0states and territories are featured in the campaign with locations, products and experiences carefully chosen to resonate most strongly with high value American travellers looking to experience\u00a0Australia<\/span>.<\/p>\n

To explore all the elements of the campaign, please visit\u00a0www.australia.com<\/a>\u00a0and\u00a0www.australia.com\/dundee<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

Yesterday’s Big Game, the most watched television broadcast in\u00a0the United States, kicked off a new\u00a0A$36\u00a0million\u00a0marketing push by Tourism Australia, aimed at supercharging the value of American tourism Down Under. Supported by Qantas, American Airlines and Wine Australia and featuring appearances from some of\u00a0Australia’s\u00a0biggest celebrities, the campaign is the largest Tourism Australia has run in\u00a0the United…<\/p>\n","protected":false},"author":3,"featured_media":1927,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_seopress_robots_primary_cat":"","_seopress_titles_title":"","_seopress_titles_desc":"","_seopress_robots_index":"","_kad_blocks_custom_css":"","_kad_blocks_head_custom_js":"","_kad_blocks_body_custom_js":"","_kad_blocks_footer_custom_js":"","_kad_post_transparent":"","_kad_post_title":"","_kad_post_layout":"","_kad_post_sidebar_id":"","_kad_post_content_style":"","_kad_post_vertical_padding":"","_kad_post_feature":"","_kad_post_feature_position":"","_kad_post_header":false,"_kad_post_footer":false,"footnotes":""},"categories":[11],"tags":[257],"content-type":[8607],"acf":[],"taxonomy_info":{"category":[{"value":11,"label":"Breaking News"}],"post_tag":[{"value":257,"label":"Tourism Australia"}],"content-type":[{"value":8607,"label":"Podcast"}]},"featured_image_src_large":["https:\/\/novacancynews.com\/wp-content\/uploads\/Tourism-Australia.jpg",600,340,false],"author_info":{"display_name":"Glenn Haussman","author_link":"https:\/\/novacancynews.com\/author\/glenn-haussman\/"},"comment_info":0,"category_info":[{"term_id":11,"name":"Breaking News","slug":"news","term_group":0,"term_taxonomy_id":11,"taxonomy":"category","description":"","parent":0,"count":2032,"filter":"raw","cat_ID":11,"category_count":2032,"category_description":"","cat_name":"Breaking News","category_nicename":"news","category_parent":0}],"tag_info":[{"term_id":257,"name":"Tourism Australia","slug":"tourism-australia","term_group":0,"term_taxonomy_id":257,"taxonomy":"post_tag","description":"","parent":0,"count":1,"filter":"raw"}],"_links":{"self":[{"href":"https:\/\/novacancynews.com\/wp-json\/wp\/v2\/posts\/1925"}],"collection":[{"href":"https:\/\/novacancynews.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/novacancynews.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/novacancynews.com\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/novacancynews.com\/wp-json\/wp\/v2\/comments?post=1925"}],"version-history":[{"count":1,"href":"https:\/\/novacancynews.com\/wp-json\/wp\/v2\/posts\/1925\/revisions"}],"predecessor-version":[{"id":17459,"href":"https:\/\/novacancynews.com\/wp-json\/wp\/v2\/posts\/1925\/revisions\/17459"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/novacancynews.com\/wp-json\/wp\/v2\/media\/1927"}],"wp:attachment":[{"href":"https:\/\/novacancynews.com\/wp-json\/wp\/v2\/media?parent=1925"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/novacancynews.com\/wp-json\/wp\/v2\/categories?post=1925"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/novacancynews.com\/wp-json\/wp\/v2\/tags?post=1925"},{"taxonomy":"content-type","embeddable":true,"href":"https:\/\/novacancynews.com\/wp-json\/wp\/v2\/content-type?post=1925"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}