Crocodile Dundee Inspires New American Tourism Push
Crocodile Dundee Inspires New American Tourism Push
How you can help bring Dundee back Down Under
06 February, 2018, 14:58
Damian Eales, chief operating officer, publishing at News Corp Australia, said: "At News Corp, we believe it's time for Crocodile Dundee to be made for a new generation".
The US is one of Australia's most lucrative tourism markets, with close to 780,000 American visitors spending A$3.7 billion per year in Australia.
News Corp Australia can reveal the proud Aussie - who themed his company Christmas party around the Dundee films past year - offered his acting services to Tourism Australia and any support they needed to "bring Australia to the big screen again".
After the success of Tourism Australia'sfaux "Dundee" movie campaign, filmmakers and tourism operators are rallying to get a real "Crocodile Dundee" sequel off the ground.
Starring Danny McBride and Chris Hemsworth, with a cameo from Paul "Crocodile Dundee" Hogan himself, the 60-second commercial that aired during the second quarter of the Big Game revealed the joke to viewers. "Stop teasing us and make it happen!" its website says.
"The exciting, one-off $50 million investment is an opportunity for the wine sector to maintain its competitive edge, thinking bigger, bolder and better than ever before", said Andreas Clark, CEO of Wine Australia.
But it is the social media reach of the clever clip which has rocketed the Tourism Australia commercial to the top of Superbowl ad charts. But Tourism Australia believes the numbers could be increased.
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In the weeks leading up to the punchline ad, various trailers were released featured an all-Aussie cast, including Hugh Jackman, Margot Robbie, Russell Crowe, Ruby Rose, Isla Fisher, Liam Hemsworth, Luke Bracey and Jessica Mauboy.
But, he noted, "Despite rating highly in terms of aspiration and intention, we still have more work to do when it comes to converting American interest in Australia into actual visits".
Official ratings for the USA telecast confirm the ad was broadcast to an audience of 103.4 million viewers, with an additional 2.6m people watching NBC's coverage (including commercials) the network's website and app.
"I think a lot of people around the world weren't really familiar or educated on what Australia looked like or what the Outback was", he said.
Chris Hemsworth left fans puzzled when he appeared in the advertisement.
Advertising agency Droga5 created the ambitious, integrated "Dundee" campaign. The goal of the campaign is to push that number to $6 billion by 2020.
Tourism Australia's global media services agency, UM handled media duties on the project.
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