Tourism Australia’s Super Bowl Ad Launches Its Largest U.S. Marketing Campaign to Date
Photo Credit: Chris Hemsworth (left) and Danny McBride appeared in a Super Bowl commercial for Tourism Australia, and will be featured in the country's largest marketing campaign for the U.S. Pictured is a teaser for the fake Dundee film that was rumored to be in the works in recent weeks. Tourism Australia
Skift Take
A genius marketing move or a waste of money that's more flashy than effective? That's the debate that many destination marketers are likely having as they wonder if Tourism Australia's ad will be a huge win or a major interception.
Some Crocodile Dundee buffs may have been teeming with anticipation over the past few weeks as teasers for a reboot of the franchise movie made the rounds on social media.
But, perhaps to many fans' dismay, a Tourism Australia NFL Super Bowl commercial that aired on Sunday informed the world that all the hype was actually for its ad for Australia, and there will be no upcoming movie. The commercial and accompanying campaign is aimed at getting more Americans to visit the land down under.
https://www.youtube.com/watch?v=NNJKWVmK-GM
Australia's national tourism board has confirmed the commercial and trailers are part of its $27 million Dundee U.S. marketing campaign – its largest U.S. campaign since Paul Hogan's "Come and Say G'Day" effort in 1984. This 2018 marketing blitz is Tourism Australia's largest ever for a single overseas market.
Super Bowl advertising can be a risky business. Brands may spend millions of dollars to reach tens of millions of people they hope wil
