A series of new ‘Dundee’ videos showcasing the breadth and depth of Australia’s spectacular tourism offerings aimed at luring more American travellers to our shores have hit the airwaves in the US.
Minister for Trade, Tourism and Investment Simon Birmingham today launched the second phase of the Dundee tourism campaign which aims to build on the momentum of Tourism Australia’s award-winning original Dundee campaign launched in the US earlier this year.
“Feedback from industry and partners on the impact of the Dundee campaign so far has been very positive, and these new videos will ensure that Australia remains front of mind for American travellers,” Minister Birmingham 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.”
Minister Birmingham said the second phase of the campaign offers a new angle with viewers invited to visit the 'set’ of the movie and explore Australia.
“In these latest videos Australian actor Luke Hemsworth (the ‘original’ Hemsworth brother) takes viewers on a behind the scenes tour of Australia, which is cleverly positioned as a giant movie set purpose built for the new movie,” Minister Birmingham said.
“A wide array of destinations from across all of Australia’s states and territories are showcased, highlighting the true breadth of spectacular experiences available to visitors of all ages.”
Launched at the Super Bowl in February, phase one of the campaign initially appeared as a trailer for a new Crocodile Dundee movie starring a string of Aussie A-listers including Chris and Liam Hemsworth, Paul Hogan and Hugh Jackman; before being revealed as a tourism ad for Australia.
The ad was watched by more than 100 million Americans and led to Tourism Australia experiencing record traffic to Australia.com, with the website attracting visitors from more than 10,000 US towns and cities.
Since its launch, the Dundee campaign has so far generated close to 15 000 news articles, reached over 9.2 billion people and generated an equivalent advertising value of $85 million.
The Liberal-National Government continues to deliver record funding to Tourism Australia, with 1 in 13 jobs linked to the industry and tourism generating $55 billion in economic activity.
Video and imagery is available on request.
- Minister's office: (02) 6277 7420
- DFAT Media Liaison: (02) 6261 1555