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.”
Abigail Dawson was Mumbrella's senior content journalist covering event content. She left Mumbrella to move into an agency role in 2020.
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Great way to sell Australia, but you should get your Geographical facts correct. Byron Bay is not the easternmost point of the Australian mainland, Cape Byron is easternmost point of the Australian mainland.
Even a quick google search could have told you that, it would be equivalent to saying the Gulf of Carpentaria is the Northernmost point of the Australian Mainland.
If you look up the definition of bay in the dictionary it reads _” A bay is a part of a coast where the land curves inwards”.
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