30% Increase in Australian Tourism Flights Since Super Bowl Spot
You still waiting on the new Crocodile Dundee movie starring Danny McBride and Aussie native Chris Hemsworth to hit a theater near you?
Last February’s Super Bowl commercial for the new sequel to the “Now…that’s a knife!” blockbuster of the 80’s was just that….a Super Bowl commercial…..for – wait for it – Australia’s tourism industry.
McBride – allegedly starring as Dundee’s son – told The Hollywood Reporter, the concept of another Croc sequel “seemed silly enough that it’s something that Hollywood would do, and in this day and age, to get people’s attention by doing a fake movie trailer for a fake franchise seemed like a great idea.”
The fake movie marketing campaign went viral early January with short trailers about Dundee: The Son of a Legend Returns Home making it to theaters come summer. People magazine even ran an article interviewing the original Crocodile Dundee, actor Paul Hogan: “Crocodile Dundee is a film that has stood the test of time. It was a defining moment in my life and one of my proudest accomplishments. Throughout the past few years, I’ve been thinking about how to bring Dundee to a new generation. I’m excited to introduce the new Crocodile Dundee to the world and look forward to sharing more news about those involved very soon.”
With the campaign culminating to the Super Bowl commercial spot, in yet another trailer teasing the audience about what seemed like a wacky film with a wacky storyline, the son of Dundee says mid-trailer, “Wait, hold up – this isn’t a movie…it’s a tourism ad for Australia!”
The $36M marketing campaign was created in hopes of pushing US tourism to the land down under to new heights.
Guess What? It Worked!
According to Australia’s Sky News last month, there has been a 30 percent increase in flights from the US to the state of Queensland. Even more impressive, there has been a 40 percent surge in hotel bookings there by Americans.
More spoof ads are rumored to run for 2 years from commencement last winter and continue to star the likes of Hugh Jackman, Isla Fisher, Russell Crowe, to name a few. You can view all of the pieces released so far on Australia’s YouTube channel.
Be Your Own Crocodile Dundee
You don’t need a $36M budget to leverage this strategy. Do you have an existing asset laying around that you could have some fun with, attract attention and deliver a compelling message? Australia reached back to the 80’s and Crocodile Dundee. If you have been in business for over 10 years, you have assets you aren’t leveraging. Do you have an old ad or product that’s been gathering dust on the shelf that you can breathe life into? Going “retro” can be a fun, attention-getting tactic. It could even be a photo of your leadership when they were younger. Have some fun with it!
No excuses – I’ve been in business since 2001 but reached back to 1987 for this example.
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