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Pricey Dundee superbowl ad paying off

Tourism Australia paid a princely sum for its advertising spot during the king of television broadcasts, the US Superbowl.


Image courtesy Tourism Australia


But it seems that it was money well spent, with the Dundee campaign producing the results the tourism body must have desired.


According to a statement by the Minister for Trade, Tourism and Investment,Steven Ciobo, the campaign has generated more than 12,000 media articles (here’s ours) with an estimated advertising value of $74 million, as well as a social media reach of 890 million across multiple platforms, of which 80% is US-based.


The ad, which appeared to be a preview for a new ‘Crocodile Dundee’ film before revealing itself as an ad for Australia, featured Aussie celebrities including Chris and Liam Hemsworth, Hugh Jackman, Margot Robbie, Russell Crowe and Paul Hogan, and was watched by 100 million Americans (and more internationally) during the game.


The campaign also sparked positive feedback from the local tourism industry along with “a spike in booking enquiries since the launch”.


“Immediately following broadcast, Tourism Australia experienced record traffic to, with the website attracting visitors from more than 10,000 US towns and cities,” the Minister’s statement read.


“The campaign was rated amongst the best Super Bowl ads by key media watchers including Ad Week and Variety, and was also the most-searched Super Bowl campaign this year, according to Google statistics.


“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.”


Qantas Vacations, Aspire Down Under and Down Under Answers are among the tour operators and travel companies to have reported a big surge in interest in travel to Australia since the ad, ranging from double to four times the sale leads.


What do you think of the ad? A masterstroke?


Written by: Mark Harada
Published: 28 February 2018

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