Tourism Australia chose the prime-time-on-steroids forum of the US Superbowl to launch their new tourism campaign to over 100 million viewers today (US time). With its tongue firmly in cheek, the campaign references the wildly successful Crocodile Dundee movie in the form of a promo for a Hollywood-style studio movie release.  It’s Australia’s largest campaign in the USA since the famous Come Say G’Day ad campaign featuring Paul Hogan in the eighties.

As tourism ads go, we think its close to brilliant. It doesn’t take itself seriously, features a stellar cast of Hollywood A-listers including Chris Hemsworth, Hugh Jackman, Margot Robbie, Ruby Rose, Liam Hemsworth and Russell Crowe. Burying a TVC inside a satirical movie promo builds engagement in a very creative way and there is no bigger platform to launch a TVC in America than Superbowl. The ad features reference to Australia’s outback and coastal landscapes, food and wine, and intrinsically, its film and entertainment industry credentials. One of the stars of the campaign, Tourism Australia brand ambassador Chris Hemsworth makes no secret of his love of Byron Bay having listed the iconic east coast destination first in his top 5 Australian places in an Instagram post.