Tourism Australia – Dundee: The Son Of A Legend Returns Home

Government agency Tourism Australia mimicked a Hollywood film campaign to shift perceptions and attract US high-value travellers.

Campaign details

Advertiser: Tourism AustraliaBrand: Tourism AustraliaAgency: Droga5 New YorkCountry: United States

Objectives

The challenge: How do you make Australia top of mind for American travelers and compelling enough to justify the 21-hour flight?

Australia: Great country. Bloody far away.

At least that's what you Americans think of us. Australia has a strong brand among American travelers, ranking third globally in desirability (take that, Italy), but our conversion funnel is incredibly weak – we fall down the list in intent (fifth) and drop off a cliff in visitation.1

Tourism Australia's...

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