Australia has turned to one of its most beloved film franchises, along with two of Hollywood’s biggest stars, as part of a multi-million-dollar marketing push to draw visitors from across the world Down Under.
First aired during February’s high-profile Super Bowl ad break, the A$36m campaign by government organisation Tourism Australia casts popular actors Chris Hemsworth – who has been working with Tourism Australia since 2016 – and Danny McBride in a mock trailer for a sequel to the hit 1980s’ film Crocodile Dundee.
As they travel around Australia, the pair explore pristine beaches, taste Australian wines and dine on the iconic Sydney harbour, with a brief cameo from Crocodile Dundee himself, Paul Hogan.
“It means a lot to be the ambassador for Australia,” says Hemsworth in an interview with CNN Travel. “I had the greatest experience growing up, but it wasn’t until I moved away that I really appreciated it.”
The actor, famed for playing Thor in the Disney/Marvel films, described his recommendations for places to go, including Melbourne, Victoria and Uluru.
After living in Los Angeles, Califonria, for several years, he moved back with his wife and children to live near the Gold Coast.
“Mostly I just missed Australia. I missed the people. I missed the coastline,” Hemsworth says. “Our three young kids spend 95 per cent of their time outdoors on the horses, on the beach, running through the bush. We’re very, very lucky.”
US tourists In addition to the “trailer”, Tourism Australia built up its social media presence, with teasers featuring the likes of famous Australians Margot Robbie, Hugh Jackman, Russell Crowe and Isla Fisher.
The stunt has proved an initial success, with advertising firm Amobee reporting a 681 per cent increase in digital mentions of Tourism Australia through the second half of January. In terms of Super Bowl advertising, the spot finished second overall for global digital engagement.
While targeting tourists worldwide, this campaign is paying special attention to the US, a critical market for Australia with 780,000 American visitors contributing A$3.7bn annually to the national economy.
The campaign will likely be a welcome boost to visitor numbers at attractions across the country, with Australia’s Gold Coast theme parks needing a particular push as they exit a financial dip stemming from the Dreamworld accident in 2016.
“A favourable exchange rate and strong aviation capacity leading to highly competitive airfares makes this the right time to increase our investment in [attracting visitors from] the US,” says Australian minister for trade, tourism and investment, Steven Ciobo.
“This is the single largest investment Tourism Australia has ever made in the US market and one which we believe will grow annual spend by American visitors to A$6bn by the year 2020,” Ciobo says.
Read more from this issue of Attractions Management magazine
View contents of Attractions Management 2018 issue 1
Industry Opinion: Waterparks
More water leisure operators are investing in becoming more accessible, writes WWA's Aleatha Ezra
Industry Opinion: Zoos & Aquariums
Species survival expert Bill Robichaud shares the trials of the saola and what zoos are doing to save this near-extinct creature
Interview: Bob White
Bob White, COO of Village Roadshow, on
weathering a dip in attendance and keeping
his eyes on investment and expansion
Inclusivity: Open to All
Kath Hudson reports on some inspiring
initiatives to help include people who
face physical, social or economic
obstacles to visiting attractions
Heritage: Lofty Ideals
Westminster Abbey is getting an attic
conversion of sorts. We found out more
Waterparks: Under the Weather
Meet the team who helped bring
Epic Waters to fruition – an undercover
Texas waterpark on an epic scale
Profile: Andreas Andersen
IAAPA’s new chair Andreas Andersen sat
down with Tom Anstey to talk about industry
growth, sustainability – and queueing
Theme Parks: Think Big
Liseberg CEO Andreas Andersen reveals
details of the park’s €200m expansion
Themed design: The Story Builders
Disney’s Joe Rohde and Scott Trowbridge
and Universal’s Thierry Coup reveal the
secrets of their trade – well, some of them!
Australia has turned to one of its most beloved film franchises, along with two of Hollywood’s biggest stars, as part of a multi-million-dollar marketing push to draw visitors from across the world Down Under.
First aired during February’s high-profile Super Bowl ad break, the A$36m campaign by government organisation Tourism Australia casts popular actors Chris Hemsworth – who has been working with Tourism Australia since 2016 – and Danny McBride in a mock trailer for a sequel to the hit 1980s’ film Crocodile Dundee.
As they travel around Australia, the pair explore pristine beaches, taste Australian wines and dine on the iconic Sydney harbour, with a brief cameo from Crocodile Dundee himself, Paul Hogan.
“It means a lot to be the ambassador for Australia,” says Hemsworth in an interview with CNN Travel. “I had the greatest experience growing up, but it wasn’t until I moved away that I really appreciated it.”
The actor, famed for playing Thor in the Disney/Marvel films, described his recommendations for places to go, including Melbourne, Victoria and Uluru.
After living in Los Angeles, Califonria, for several years, he moved back with his wife and children to live near the Gold Coast.
“Mostly I just missed Australia. I missed the people. I missed the coastline,” Hemsworth says. “Our three young kids spend 95 per cent of their time outdoors on the horses, on the beach, running through the bush. We’re very, very lucky.”
US tourists In addition to the “trailer”, Tourism Australia built up its social media presence, with teasers featuring the likes of famous Australians Margot Robbie, Hugh Jackman, Russell Crowe and Isla Fisher.
The stunt has proved an initial success, with advertising firm Amobee reporting a 681 per cent increase in digital mentions of Tourism Australia through the second half of January. In terms of Super Bowl advertising, the spot finished second overall for global digital engagement.
While targeting tourists worldwide, this campaign is paying special attention to the US, a critical market for Australia with 780,000 American visitors contributing A$3.7bn annually to the national economy.
The campaign will likely be a welcome boost to visitor numbers at attractions across the country, with Australia’s Gold Coast theme parks needing a particular push as they exit a financial dip stemming from the Dreamworld accident in 2016.
“A favourable exchange rate and strong aviation capacity leading to highly competitive airfares makes this the right time to increase our investment in [attracting visitors from] the US,” says Australian minister for trade, tourism and investment, Steven Ciobo.
“This is the single largest investment Tourism Australia has ever made in the US market and one which we believe will grow annual spend by American visitors to A$6bn by the year 2020,” Ciobo says.
Read more from this issue of Attractions Management magazine
View contents of Attractions Management 2018 issue 1
Industry Opinion: Waterparks
More water leisure operators are investing in becoming more accessible, writes WWA's Aleatha Ezra
Industry Opinion: Zoos & Aquariums
Species survival expert Bill Robichaud shares the trials of the saola and what zoos are doing to save this near-extinct creature
Interview: Bob White
Bob White, COO of Village Roadshow, on
weathering a dip in attendance and keeping
his eyes on investment and expansion
Inclusivity: Open to All
Kath Hudson reports on some inspiring
initiatives to help include people who
face physical, social or economic
obstacles to visiting attractions
Heritage: Lofty Ideals
Westminster Abbey is getting an attic
conversion of sorts. We found out more
Waterparks: Under the Weather
Meet the team who helped bring
Epic Waters to fruition – an undercover
Texas waterpark on an epic scale
Profile: Andreas Andersen
IAAPA’s new chair Andreas Andersen sat
down with Tom Anstey to talk about industry
growth, sustainability – and queueing
Theme Parks: Think Big
Liseberg CEO Andreas Andersen reveals
details of the park’s €200m expansion
Themed design: The Story Builders
Disney’s Joe Rohde and Scott Trowbridge
and Universal’s Thierry Coup reveal the
secrets of their trade – well, some of them!
OMA has completed a major transformation of New York's New Museum, creating a larger
cultural campus that combines expanded exhibition spaces with learning, performance,
hospitality and public programming.
A US$50 million (£44.2 million, €51.2 million) transformation of Chicago's historic McCormick
Mansion has created a new destination that combines live magic, immersive theatre, dining and
private membership under one roof.
The Montana Historical Society has officially celebrated the opening of its new Montana
Heritage
Center, a US$107 million (£79 million, €92 million) destination that combines immersive
storytelling with cutting-edge audiovisual technology to bring the sta
San Antonio Zoo has reported a US$283 million economic impact for 2025, following a decade-
long transformation programme that has seen almost US$200 million invested into the Texas
attraction.
Plans for the AU$180 million redevelopment of Reef HQ Aquarium in Townsville, Australia, are
progressing, with the project set to transform the attraction into a global centre for reef
education and conservation.
Abu Dhabi-based investment firm Mubadala Capital has made a binding, fully financed
€1 billion
offer to acquire Pierre and Vacances SA, the European holiday resort operator behind the
continental European Center Parcs business.
Disney has reaffirmed its commitment to investing US$30 billion in its US parks and cruise
business by 2033, using new America250 celebrations to underline the role its attractions play
in supporting jobs, tourism and economic growth.
Expo 2030 Riyadh is being planned as a permanent visitor destination, with organisers
confirming the six-million-square-metre site will become a Global Village after the event closes.
The owner of one of Australia's best-known waterparks has acquired a major competitor,
creating a new attractions business spanning two of the country's largest visitor destinations.
The Toverland theme park in the Netherlands has announced a €98m expansion programme
that will add a resort, new attractions and staff facilities as it pursues plans to become a multi-
day destination.
+ More news
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