Tourism Australia has launched a series of online videos as part of its $36m marketing campaign to drive US travellers to Australia.
The Why Australia series aims to build on the hype surrounding Dundee: The Son of a Legend Returns activity and will feature the ad’s stars Danny McBride and Chris Hemsworth.
The videos will also feature Australian stars such as Curtis Stone, Matt Wright and Jessica Mauboy, and will highlight Australia’s states and territories with stories and insights on food and wine, nature and wildlife, culture and heritage and sport and events.
The series aims to capitalise on the popularity of the Dundee campaign, according to Lisa Ronson, Tourism Australia’s chief marketing officer.
“We couldn't be happier with the reaction to our Super Bowl ad. The ad and the teasers that preceded it caught the attention and the imagination of millions of Americans and have given us an unprecedented platform to now convert that interest into travel bookings," said Ronson.
"Why Australia is part of that conversion exercise. The content adds depth and colour to our destination story by harnessing some of our country's best known international stars to show the high-value American traveller some of Australia’s top destinations and best experiences."
"Each of these short videos is informative, entertaining and tailored to highlight locations, products and experiences that we know will resonate strongly with our higher yielding target traveller - from beaches and culture, to food and events,” Ronson said.
The Dundee campaign, which aired at this year’s Super Bowl drove record traffic to Tourism Australia’s website Australia.com and has received more than 100 million video views on social media, generated more than 12,000 media articles and delivered over $74 million in ad value.
Tourism Australia said the campaign, which was the highest searched Super Bowl campaign this year, has achieved a social media reach of approximately 890 million across multiple platforms with 80% of this US-based.
The tourism body also reported that travel companies such as Qantas Vacations, Aspire Down Under and travel company Down Under Answers have all recorded significant surges in web traffic and leads as a result of the campaign.
The campaign is the biggest single investment Tourism Australia has made in the US market since Paul Hogan’s famous Come Say G’day ads over 30 years ago.