Crocodile Dundee reboot calls after Super Bowl ad excites fans

Crocodile Dundee reboot calls after Super Bowl ad excites fans

The US is one of Australia's most lucrative tourism markets, with close to 780,000 American visitors spending A$3.7 billion per year in Australia.

Some fans shared their disappointment that there would be no new Dundee film after all, with the Northern Territory News even launching an online petition #Bringbackdundee, asking filmmakers to make the film a reality.

The star-studded advertisement, appearing to be a trailer for a sequel to the iconic "Crocodile Dundee" film series, was revealed to be an elaborate Tourism Australia campaign during the championship game of the National Football League on Monday Australian time.

Producers from The Late Show With Seth Meyers will also fly to Australia this month to film travel segments to air for U.S. audiences; while Hemsworth has prerecorded appearances on a number of daytime variety programs. The final trailer also featured a cameo from the original Dundee star Paul Hogan.

USA industry website, Ad Age declared the Dundee clip had beaten out Amazon, Doritos and Budweiser as the most watched online - snatching the commercial crown from the locals. "Let's Bring Australia to the big screen, AGAIN!"

Unlike most Super Bowl ads, today's commercial is just the beginning of Tourism Australia's 2018 marketing push. But Tourism Australia believes the numbers could be increased.




"Whilst Australia ranks highly among Americans in terms of desirability and awareness of our tourism offerings, we lag behind our competitors when it comes to actual bookings".

Official ratings for the USA telecast confirm the ad was broadcast to an audience of 103.4 million viewers, with an additional 2.6m people watching NBC's coverage (including commercials) the network's website and app. The all-Australian supporting cast has an impressive roll call of Hollywood heavyweights and homegrown talent, including Hugh Jackman, Margot Robbie, Russell Crowe, Ruby Rose, Liam Hemsworth, Isla Fisher, Luke Bracey and Jessica Mauboy. "Importantly, many viewers are the high-yielding American traveler we specifically target", she said.

"I think a lot of people around the world weren't really familiar or educated on what Australia looked like or what the Outback was", he said. "Aussie icons like Chris Hemsworth, Margot Robbie and Hugh Jackman are huge in the U.S., their popularity will help showcase Australia and get the message out to visit Australia", he said.

"As an immensely proud Aussie, my goal was for Droga5 to create an audacious, outlandish tourism campaign that only Australia would have the guts to pull off".

Tourism Australia's global media services agency, UM handled media duties on the project.

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