Crocodile Dundee trailer could be Tourism Australia’s most expensive ad yet
The trailer for Dundee: The Son of a Legend Returns Home features Chris Hemsworth, his brother Liam, Margot Robbie, Hugh Jackman, Russell Crowe and US comedian Danny McBride as Brian Dundee, son of Paul Hogan’s iconic Mick Dundee.
The new trailer could be one of Tourism Australia’s most expensive single adverts ever, costing over an estimmated $6 million for a spot during the Super Bowl, in addition to the not cheap cost of filming it.
Minister for Trade, Tourism and Investment Steve Ciobo says the US is Australia’s second largest market for spend and third largest for arrivals, with close to 780,000 American visitors spending $3.7 billion per year in Australia.
“The sheer size of the United States means that it holds so much potential for Australia,” he said. “The favourable exchange rate, strong aviation capacity and highly competitive airfares make this the right time to increase our investment in this significant market.
“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. This new campaign will address this conversion challenge.”
The trailer’s popularity has sparked calls for it to be made into an actual full length film.
“When you’re dealing with a creative team that has a track record (like Dundee), or a story that people already have an affinity with, that’s always attractive,” Screen Australia CEO Graeme Mason told News.com.au.
“Our screen industry is the most effective calling card our country has internationally. Our screen stories show the world our landscapes, our people, our culture and, of course, our creativity.”