Well before the players hit the field for this year’s Super Bowl, Tourism Australia was teasing its bold Dundee campaign – a film trailer that appeared to announce a Crocodile Dundee reboot, but was actually a campaign to market Australia as a tourist destination - with the help of programmatic advertising.
While Tourism Australia’s ‘Dundee’ campaign starring Australia’s best-known actors went viral following its SuperBowl spot, broadcast actually played a very small part in the campaign.
According to Geoff Ikin, General Manager for Global Media, PR and Social at Tourism Australia, the tourism body relied on programmatic before and after...