Crocodile Dundee Inspires New American Tourism Push

"The work with Tourism Australia is an initiative to help achieve our tourism objective and drive visitors to Australian wine regions".

YOU would be hard-pressed to name a more iconic Australian movie than Crocodile Dundee.

In a statement, Tourism Australia said the advertisement is part of Australia's largest tourism campaign targeting the USA since Paul Hogan's classic "come say g'day" clip more than 30 years ago.

Danny Mc Bride said he ‘had a blast’ with Chris Hemsworth
Danny Mc Bride said he ‘had a blast’ with Chris Hemsworth

The Dundee tourism campaign consisted of several mock film trailers starring Hemsworth, Hogan, Danny McBride, Margot Robbie, Hugh Jackman, Russell Crowe, Isla Fisher and Liam Hemsworth.

"I love this pitch with the sort of reversals of the roles and it makes it a bit fresher and unique", he said of the advertising campaign in which Hemsworth's Wally Junior acts as tour guide for Dundee's American-born son Bryan (Danny McBride).

The tourism campaign required a lot of build up to pull off, with the first "official" trailer for Dundee airing on January 29, but experts say the advertisement was quite effective in terms of showing trademark Australian humour but also the product they want to sell.

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Suspicions that the ads were in fact a stealth campaign for Tourism Australia were finally confirmed on Monday when a 30-second ad, featuring Hogan in a brief cameo alongside Hemsworth and McBride, debuted during the Super Bowl in the US.

Producers from The Late Show With Seth Meyers will also fly to Australia this month to film travel segments to air for USA audiences; while Hemsworth has prerecorded appearances on a number of daytime variety programs.

The minister went on to explain that the campaign, which also featured fake teaser trailers starring Russel Crowe (who is actually Kiwi), Margot Robbie, Hugh Jackman and other famous local faces, was all part of Tourism Australia's strategy to "aggressively target" the United States market. But Tourism Australia believes the numbers could be increased.

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According to Tourism Australia's managing director John O'Sullivan, American visitors represent a significant tourism market for the country, having spent $3.7 billion in Australia in the past 12 months.

"The Australian wine sector has enjoyed significant growth in recent years and the $50m Package aims to build on this, with a more than eight-fold increase in investment in marketing campaigns in the U.S. and China, ' Ruston said".

The "Dundee: The Son of a Legend Returns Home" campaign is also supported by Qantas and Wine Australia.

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Tourism Australia's global media services agency, UM handled media duties on the project.

  • Theresa Obrien