During the Superbowl, Tourism Australia launched a big budget commercial and masqueraded it as a new Crocodile Dundee movie entitled: Dundee: The Son of a Legend Returns Home.

It teased Crocodile Dundee’s son returning to Australia and going on his epic adventure, a lot like the ones that transpired in the original movie.

screencap from the ad. image source: bgr.com

Tourism Australia went all out with the ad, even going as far as releasing teasers for the trailer weeks before the actual ad premiered.

It proved to be a success, as it brought record traffic to Tourism Australia’s website as well as becoming the most searched Super Bowl ad, and had a social media reach of 890 million across multiple platforms, 80 percent of which was US-based.

The Why Australia Campaign

A month after the Superbowl, Tourism Australia has launched an online video series that aims to encourage US travellers to visit Australia and is called the Why Australia Campaign.

The campaign is capitalising on the Dundee ad’s success and will showcase Australia’s states and territories. It will also showcase food and wine, and of course, Australia’s wildlife, culture, heritage and events will also be tackled in the series.

According to Lisa Ronson, the Chief Marketing Director of Tourism Australia, the content of the videos aim to add depth and colour to the many destinations around Australia with the help of Australian celebrities.

The videos star Danny McBride and Chris Hemsworth and will feature other celebrities like Curtis Stone, Matt Wright, and Jessica Mauboy.

The original Crocodile Dundee premiered in 1986 and starred Paul Hogan as Mick “Crocodile” Dundee together with Linda Kozlowski as Sue Charlton. The pair goes on an epic adventure through Australia, and the US, with Dundee and Sue ending up together.

The video was also a highly acclaimed success and was followed up by two more movies in the franchise entitled: Crocodile Dundee II, released in 1988 and Crocodile Dundee in Los Angeles, that premiered in 2001.

Now that Australia is gaining a lot of attention, it’s only a matter of time before the tourists flock the many beaches and other destinations. Before that happens, get ahead of the curve and explore these beautiful places you can only see in Australia. Book with Alpha Car Hire and go forth on an adventure of a lifetime.