Campaign details

Brand: Tourism Australia
Brand owner: Tourism Australia
Lead agency: Droga5
Contributing agencies: Universal McCann, Kovert Creative
Country: North America
Industries: Destinations and locations
Media channels: Content marketing, Integrated, Online display, Online video, Outdoor, out-of-home, Programmatic display, Social media, Television, Websites & microsites
Budget: 1 - 3 million

Executive summary

Tourism Australia needed Americans to shift their perception of Australia from a "someday" destination to the place for their next holiday.

To compete with destinations with shorter flight times, we needed a way to differentiate our offering and move away from tropes that felt like "category wallpaper", so, we leveraged the film that sold Americans on Australia in the first place: Crocodile Dundee.