Background and context
In the past few years, international travel among US consumers has been growing rapidly by 11%, yet travel to Australia has remained stagnant at 1.3%. Tourism Australia knew they needed to develop a campaign that would break the mold of traditional tourism advertising to drive an increase in the number of American tourists visiting each year. An idea struck when thinking back to Crocodile Dundee, a tourism campaign disguised as an 80s film, and the huge success it (unintentionally) brought to the Aussie tourism industry.
Campaign objectives
- Drive as much – if not more – revenue...