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Tourism Australia Makes a Play at the US Superbowl

In one of the biggest, boldest and most high-profile executions it’s done in years, Tourism Australia (TA) has revealed the star-studded, Crocodile Dundee-themed Super Bowl ad it is hoping will attract a generation of Americans to Australia.

The 60-second ad aired today on US and Australian television networks in the second ad break into the first half of the game. It’s the spot closest to half time, which is a high profile slot in the schedule.

Tourism Australia is one of very few Australian brands, and very few tourism bodies, to attempt to break through to American audiences with a Super Bowl ad.

According to Ad News, the spot is just one part of a $36 million campaign. In the week running up to the big game, Tourism Australia was already trending higher than brands such as Pepsi and Budweiser with established Super Bowl traditions. It had achieved social media reach of 412 million by this morning, of which 80% was in the US.

The teasers have gained 68.8 million visdeo views – more than double the number of views of any other brand’s Super Bowl videos, according to Tubular Labs. The next highest was Amazon.

The cast includes a who’s who of Hollywood Aussies such as Chris and Liam Hemsworth, Hugh Jackman, Russell Crowe (who is actually a Kiwi), Margot Robbie, Ruby Rose and Isla Fisher – and of course a cameo from Crocodile Dundee, Paul Hogan, himself.

The campaign, which goes far beyond a single Super Bowl spot, is aimed at bringing more American tourists to Australia in the coming years. The US, along with China and the UK make up more than half of all tourism to Australia.

What did you think of the ad?

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