Tourism Australia has launched a new $36 million marketing campaign, aimed at increasing the value of American tourism to Australia.
The campaign officially kicked off with a new broadcast ad, unveiled to a TV audience of more than 100 million Americans during the Super Bowl (Big Game). Initially giving the appearance of an official trailer for a new Crocodile Dundee movie, the 60 second ad switches into an incredible showcase for Australian tourism.
Supported by Qantas, American Airlines and Wine Australia and featuring appearances from some of Australia’s biggest celebrities, the campaign is the largest Tourism Australia has run in the United States since Paul Hogan’s famous Come Say G’Day ads more than 30 years ago. Celebrities featured include Chris Hemsworth, Hugh Jackman, Paul Hogan, Margot Robbie, Ruby Rose, Liam Hemsworth and Russell Crowe as well as American actor Danny McBride.
Currently, the United States is forecast to be worth between $4.5 billion and $5.5 billion for Australia by 2020. This campaign aims to grow annual spend to $6 billion by 2020.
Download the industry flyer to discover how to get involved.
To explore all the elements of the campaign visit www.australia.com and www.australia.com/dundee