| | | How the campaign rolled out 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. |
| Campaign targets and measurement The objective of the campaign is to make Australia the most desired, considered and intended destination to visit by 2020 amongst Tourism Australia's target consumers in the US to grow the value of the US market annually from today’s AUD$3.7 billion to AUD$6 billion by the year 2020. Consumer response to the campaign in-market will be monitored through campaign evaluation research using many indicators including impact on consumer awareness; consumer preferences; and intention to visit Australia. Tourism Australia’s work with industry partners on the campaign will also be measured through leads generated and unique visitors to campaign platforms. |
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| Celebrity Q&As: ‘Why Australia’ The campaign will also include a series of light-hearted online videos called ‘Why Australia’ where Danny McBride chats ‘talk show’ style with Chris Hemsworth, Curtis Stone, Matt Wright and Jessica Mauboy. Filmed on set, the four well-known Australians provide personal perspectives and unique insights on Australia’s food and wine, nature and wildlife, aquatic and coastal experiences, culture and heritage and sport and events. |
| Australia.com itineraries To convert interest into bookings tailored travel itineraries and inspiring destination information has been published on Australia.com. This is supported with an interactive map and a dedicated campaign ‘marketplace’ which includes airfare and tailored holiday offers carefully chosen by key distribution partners to resonate most strongly with high value American travellers. All of Australia's states and territories are featured with locations, products and experiences. |
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| Why now for the US market? US arrivals and spending are currently at record levels, driven by favourable exchange rates, increased aviation capacity and highly competitive air fares, making this the perfect timing and opportunity for such a significant US marketing focus. Find out more about the US market at http://www.tourism.australia.com/USA. |
| Industry resources Tourism Australia has also published a factsheet about the campaign and ways for industry to get involved. Front line travel sellers in the US should look at the resources available through the Aussie Specialist Program. |
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