The Northern Territory features front and centre in a new tourism campaign officially launched at the Super Bowl today encouraging Americans to take a trip down under.
The campaign initially gave the appearance of a film trailer for a new Crocodile Dundee movie before it was revealed to be Tourism Australia’s latest campaign, which focuses on increasing spend and visitation out of the United States.
The campaign features some of Australia’s biggest stars, including Chris and Liam Hemsworth, Hugh Jackman, Margot Robbie and Russell Crowe, as well as the original Mick ‘Crocodile’ Dundee, Paul Hogan.
“It is wonderful to see the Territory showcased in this hugely successful campaign which has been seen during the Super Bowl – the most watched television broadcast in the United States, viewed by 100 million Americans,” Country Liberals Senator for the Northern Territory, Nigel Scullion, said.
“The original 1986 Crocodile Dundee movie was a huge success and helped to put Australia, and the NT, on the map for many Americans.
“The teasers for this campaign have generated almost 4,000 news stories, with an estimated advertising value of $30 million and an estimated audience of 3 billion people. In addition, more than 412 million people have been reached on social media platforms and importantly, 80 per cent of that is United States based.
“Tourism is a key sector in the Northern Territory economy and more tourists will mean more money spent here and more jobs for Territorians in this industry.
“This new creative campaign targets high value travellers and, with support from more than 20 key distribution partners in the US, encourages Americans to book their tickets now.
“The United States is Australia’s second largest market for spend and third largest for arrivals, with close to 780,000 American visitors spending $3.7 billion per year in Australia.
“Currently, the US is forecast to be worth between $4.5 billion and $5.5 billion by 2020. This campaign aims to grow annual spend to $6 billion by 2020.”