Tourism Australia: Dundee the Son of a Legend Returns Home

Tourism Australia, the government agency, launched a fake Dundee film to make Australia top of mind for high-value US travellers.

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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands