Major new campaign to supercharge American tourism Down Under
At the Big Game, the most watched television broadcast in the United States, Tourism Australia launched a marketing push aimed at supercharging the value of American tourism Down Under. 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.
To generate interest ahead of the Big Game the campaign was initially disguised as a new Dundee Movie with a series of short teaser films (Teaser 1 - Teaser 2 - Teaser 3) featuring Danny McBride playing Brian Dundee, the long-lost son of Mick Dundee, and Chris Hemsworth as his sidekick Wally Jr. These were followed by a special cameo film introducing the supporting cast featuring Hugh Jackman, Margot Robbie, Russell Crowe, Ruby Rose, Liam Hemsworth, Isla Fisher, Luke Bracey and Jessica Mauboy. When fans tuned in to watch the ‘official movie trailer’ during the Big Game the campaign ad was ultimately revealed featuring the original Paul 'Crocodile Dundee' Hogan.
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