Tourism Australia reports marketing success with Crocodile Dundee inspired US advertising campaign

    Tourism Australia, via its weekly ‘Essentials’ newsletter, reported (07-Feb-2018) the body’s Crocodile Dundee inspired US advertising campaign is “off to a strong start”, The campaign was launched to over 100 million viewers during the Super Bowl and has also attracted more than 75 million views online, more than any other Super Bowl campaign. Tourism Australia also reported the creative campaign was also highly rated by key media watchers including Adweek, AdAge and the Bleacher Report. Press coverage has been “extensive” with more than 7700 articles to date, which Tourism Australia calculates are worth more than AUD55 million (USD43 million) in equivalent advertising value. The US version of the website attracted record numbers of visitors, driving over 33,000 leads to Australian tourism businesses as well as key distribution partners and ‘Premier Aussie Specialists’ in the US.