Tourism Australia targets US market
TOURISM Australia yesterday revealed a $36 million 12-month push in the US market - its biggest US investment to date - during the NFL Super Bowl, viewed by an estimated 100 million Americans.
Over the past two weeks, TA has been teasing audiences in the United States about a potential sequel to the 80s Aussie epic film, Crocodile Dundee, with all set to be revealed during the game.
The campaign centred on the American son of Mick “Crocodile” Dundee, Brian Dundee, coming to Australia to search for his lost father in the outback.
The spoof film featured a cast of Aussie actors, including Chris Hemsworth, Hugh Jackman, Margot Robbie, Russell Crowe, Isla Fisher and a cameo from Mick Dundee (aka Paul Hogan).
The teaser film was ultimately revealed to be a marketing play by Tourism Australia, part of the long-running global “There’s Nothing Like Australia” campaign.
Dubbed “Dundee: The Son of a Legend Returns Home”, the new US push is being supported by Qantas and Wine Australia.
Tourism Australia managing director John O’Sullivan said the campaign was geared towards high value travellers, and encourages Americans to book tickets down under now.
“It’s the biggest single promo we’ve run in the US since the ‘ Come Say G’day’ ads with Paul Hogan which were released over 30 years ago,” O’Sullivan said.
Currently the USA is Australia’s second largest market for spend and third largest for arrivals, with close to 780,000 American visitors spending $3.7 billion per year while in Australia.
“We’re making this move because we believe there is much more opportunity in this market to increase the value of expenditure from $3.7 billion as it is today, to $6 billion by 2020,” O’Sullivan remarked.
The extensive push is focused on all states and territories, the country’s food and wine scene, cultural heritage, nature and wildlife, as well as sports & events.
Tailored itineraries and special offers will be heavily promoted through over 20 US partners, including QF, American Airlines, Expedia and Wine Australia.
O’Sullivan said the campaign is also expected to resonate with other “halo markets” outside the United States.
Last night, Minister for Trade, Tourism and Investment Steve Ciobo said the ad blitz had gained massive traction, reaching 412m people on social media, with 80% of those from the United States.
Ciobo said America’s sheer size holds “so much potential for Australia”, citing a favourable exchange rate, strong aviation capacity and competitive airfares.