Tourism Australia invites travellers to see the Dundee movie ‘set’
Tourism Australia has released the latest iteration of its Dundee campaign, inviting travellers to see the set of the movie trailer.
The campaign, created by Thinkerbell, invites tourists to see the three million square miles of the ‘set’ and view ‘set designs’ including the Sydney Harbour, Great Ocean Road, Great Barrier Reef and the Melbourne Cricket Ground (MCG).
Tourism Australia revealed the first iteration of the campaign during the Super Bowl in February, disguised as a trailer for a Crocodile Dundee sequel starring Chris and Liam Hemsworth, Hugh Jackman, Russell Crowe and Danny McBride.
The latest ad stars the “original Hemsworth”, Australian actor Luke Hemsworth, and aims to showcase the breadth of experiences and environments Australia has to offer.
The Visit the Set of Dundee: Son of a Legend ad forms the second iteration of the campaign and builds on the original Super Bowl campaign.
Lisa Ronson, CMO at Tourism Australia, said in a statement to Mumbrella: “The idea is a simple but fun one. After showing Americans a trailer for the biggest movie that almost was, we’re now going to take them on a behind the scenes backlot tour of the set of Australia, showing them the depth of incredible tourism offerings here.”
Simon Birmingham, Australia’s minister for trade, tourism and investment, said: “The US is one of Australia’s largest and most valuable tourism markets with over 780,000 American visitors spending $3.8 billion per year in Australia.
“Whilst Americans love Australia the challenge for us is to convert interest into action and get potential visitors on a plane headed ‘Down Under’.
“With the traditional summer booking season just around the corner, coupled with a favourable exchange rate, increased aviation capacity and attractive airfares, now is the perfect time for this next phase of activity in the US.”
Clemenger Sydney is still Tourism Australia’s creative agency of record, however the industry body is currently in the middle of a tender.
A spokesperson from Tourism Australia said the company chose Thinkerbell after having worked with the agency on “a number of smaller, ad hoc projects”.
“The team has always been fun and great to work with and employ exactly the kind of clear thinking and nimbleness that we wanted for a project like this, especially with the tight turnaround involved. ”
Credits:
- Client: Tourism Australia
- Creative Agency: Thinkerbell
- Production Company: Revolver
- Director: Sarah Bishop
- Post Production: Arc Edit
- Post Production: Heckler
- Media Agency: UM
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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Why did Tinkerbell get to do this? There is a tender process on and an incumbent? And they are just executing Droga’s idea. Something strange going on here…
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This is dreadful.
What equity are we creating for Tourism Australia…and the next CMO?
It’s leveraging a Superbowl ad that leverages a 1980s movie.
Americans are very advertising literate and they will see thos as lame.
Is this the best we can do?
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They got it through PWC.
Sadly the wait for Thinkerbell to actually produce something good continues. They are prolific but not in a good way.
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Hhmmm,
Have to agree with the above sentiment. How far can you stretch one core idea and execution? Please, it was a great idea and campaign and has plonked Lisa onto endless presentation stages and endless award ceromonies – but are we all a little over it now? #bitoveritbynow #burnout
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I thought it was quite funny and played off the original nicely. But if you haven’t seen that one then it would make no sense.
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@Hhmmmmm
I agree…Is there someone at this agency in charge of quality control?
Haven’t seen a decent piece yet. Just a series of stinkers.
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Sadly commenting by the faceless people in advertising continues. Just a series of peoples stinking comments on another Thinkerbell campaign. #bitoverit #boring
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@Faceless Advertising People
Before Mumbrella , priple used to sit around in Pubs and criticise other people’s work. So really…get over it.
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A nice extension off a brilliant idea.
Surprised Thinkerbell are doing it but good on them.
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Jokes are very flat. Scenery is epic though, so it might work like any travel porn does.
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True. Before Mumbrella priple did do that. Clearly you are being left behind where long lunches in the pubs where the norm. #daysarenumbered #moveon #jealousofchange
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Wow people are bitter at the recent rise of Thinkerbell! Think this is a great execution, uses the recent buzz of the original campaign well and turns it into something that gets people intrigued enough to think about planning a holiday.
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Grab the Honey Badger and make him the new Croc Dundee. Or something. Not rocket science.
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