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Tourism Australia extends Crocodile Dundee campaign with ‘Why Australia’ content series

Tourism Australia has continued its $36m campaign by creating a ‘Why Australia’ content series which features Danny McBride, Chris Hemsworth, Curtis Stone, Matt Wright and Jessica Mauboy.

The campaign is an extension of Tourism Australia’s Super Bowl commercial which initially paraded as trailers for a Crocodile Dundee sequel starring Chris and Liam Hemsworth, Hugh Jackman, Russell Crowe and Danny McBride.

The new content series hosted on www.australia.com highlights each of Australia’s states and territories while Australian celebrities share their experiences with the countries food, wine, wildlife, nature and its sports and events.

‘Why Australia’ is part of the tourism agency’s strategy to attract high value American travellers outlined earlier this week by Geoff Ikin, general manager, global media, PR and social, Tourism Australia.

In the content series Danny McBride acts as a host, interviewing Australian media personalities including “fancy Australian chef” Curtis Stone, asking what Australians put on their barbecues.

Lisa Ronson, chief marketing officer at Tourism Australia, said the ‘Why Australia’ content series aims to make the most of the hype which surrounded ‘Dundee: The Son of a Legend Returns’.

“Why Australia is part of that conversion exercise. The content adds depth and colour to our destination story by harnessing some of our country’s best known international stars to show the high value American traveller some of Australia’s top destinations and best experiences.

“Each of these short videos is informative, entertaining and tailored to highlight locations, products and experiences that we know will resonate strongly with our higher yielding target traveller – from beaches and culture, to food and events.”

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