09 FEB 2018: The Super Bowl, the most watched television broadcast in the United States, kicked off a new A$36 million marketing push by Tourism Australia, aimed at supercharging the value of American tourism Down Under.  

Supported by Qantas, American Airlines and Wine Australia and featuring appearances from some of Australia's biggest celebrities, the campaign is the largest Tourism Australia has run in the United States since Paul Hogan's famous Come Say G'Day ads more than 30 years ago. Celebrities featured include Chris and Liam Hemsworth, Hugh Jackman, Paul Hogan, Margot Robbie, Ruby Rose and Russell Crowe as well as American actor Danny McBride.

Australia's Minister for Trade, Tourism and Investment, the Hon Steven Ciobo MP said 2018 presented the perfect opportunity to 'aggressively target' the US market.

"The United States is a critical market for Australia, with close to 780,000 American visitors spending A$3.7 billion per year. A favourable exchange rate and strong aviation capacity leading to highly competitive airfares makes this the right time to increase our investment in the United States," he said.

"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.

"This is the single largest investment Tourism Australia has ever made in the US market and one we believe will grow annual spend by American visitors to A$6 billion by the year 2020.

The campaign was officially kick started with a new broadcast ad, unveiled to a TV audience of more than 100 million Americans during the Big Game.

Initially giving the appearance of an official film trailer for a new Crocodile Dundee movie, the 60 second ad then switched into a showcase for Australian tourism.



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