Dundee campaign delivers

TOURISM Australia’s Dundee campaign launched in the United States during the Super Bowl early last month ( TD 06 Feb) has had its desired effect, generating record traffic for Australia.com.

The Coalition Government’s Minister for Trade, Tourism and Investment Steven Ciobo said the star-studded trailer for a spoof

Crocodile Dundee film, aimed at encouraging Americans to holiday down under, had achieved a social media reach of about 890m - 80% of which was from the US.

Ciobo said the media coverage was valued at $74 million.

“Feedback from the tourism industry has been incredibly positive, with initial results indicating a spike in booking enquiries since the launch”.

He said Qantas Vacations’ online traffic had surged following the Super Bowl, with double the normal number of leads; Aspire Down Under has tipped a 42% y-o-y rise in Australia sales and Down Under Answers saw web traffic quardruple the week after the campaign launch.

Such was the campaign’s appeal, immediately after the broadcast, Tourism Australia’s website was attracting visitors from more than 10,000 towns and cities in the US.

“These results show the Dundee campaign has brought Australia to the forefront of travellers’ minds, more than 30 years after the original film helped put Australia on the map for many Americans,” Minister Ciobo said.