Stone the Crows, Mate!

Tourism Australia invites Americans down under with a new Crocodile Dundee inspired tourism campaign

Tourism Australia created the “buzz” in the first quarter of this year with the creation of a new advertisement campaign targeting the US market.

Starring Danny McBride and Chris Hemsworth, with a cameo from Paul “Crocodile Dundee” Hogan himself, a 60-second commercial begins as a typical movie trailer, but slowly and comically unravels, becoming a flagrant excuse to highlight Australia’s dazzling locations and fine array of food and wine.

Presented as a buddy comedy, the movie features Danny McBride as Brian Dundee, the long- lost son of Mick Dundee and Chris Hemsworth as his sidekick, Wally Jr. The all-Australian supporting cast has an impressive roll call of Hollywood heavyweights and homegrown talent, including Hugh Jackman, Margot Robbie, Russell Crowe, Ruby Rose, Liam Hemsworth, Isla Fisher, Luke Bracey and Jessica Mauboy. The teasers led viewers to believe that Mick “Crocodile” Dundee was lost in the outback, and only the American son no one knew he had would be able to nd him. Cue Brian Dundee returning to the Australian outback to find his father. The teaser films and promotional campaign encouraged fans to tune in to see the “of cial movie trailer” during the Big Game, where the Tourism Australia campaign was ultimately revealed.

Tourism Australia Managing Director John O’Sullivan said the US was a critical market for Australia, with American visitors spending $3.7bn over the past 12 months. “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. That’s the challenge that this new campaign is seeking to address.