Tourism Australia launches new $36m American tourism push at the Super Bowl

The campaign is the largest Tourism Australia has run in the United States since Paul Hogan’s famous Come Say G’Day ads more than 30 years ago. Celebrities featured include Chris and Liam Hemsworth, Hugh Jackman, Paul Hogan, Margot Robbie, Ruby Rose and Russell Crowe as well as American actor Danny McBride.

Initially giving the appearance of an official film trailer for a new Crocodile Dundee movie, the 60 second ad then cleverly switched into an incredible showcase for Australian tourism.

The ‘new’ 2018 movie, Dundee: The Son of a Legend Returns Home, was first flagged in mid-January, with a series of short teaser films taking the form of a traditional studio promotional campaign.

The carefully orchestrated PR and social media campaign encouraged fans to tune in and watch the ‘official movie trailer’ during the Big Game where, helped by a cameo appearance by Paul ‘Crocodile Dundee’ Hogan, Tourism Australia’s new campaign was ultimately revealed.

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