Tourism Australia’s programmatic touchdown at the Super Bowl

Brooke Hemphill

Tourism Australia’s viral campaign ‘Dundee’ aired at the Superbowl, but the ongoing benefits of the campaign have been through heavy programmatic spend, customer journey mapping and consumer data analysis.

Well before the players hit the field for this year’s Super Bowl, Tourism Australia was teasing its bold Dundee campaign – a film trailer that appeared to announce a Crocodile Dundee reboot, but was actually a campaign to market Australia as a tourist destination - with the help of programmatic advertising.

While Tourism Australia’s ‘Dundee’ campaign starring Australia’s best-known actors went viral following its SuperBowl spot, broadcast actually played a very small part in the campaign.

According to Geoff Ikin, General Manager for Global Media, PR and Social at Tourism Australia, the tourism body relied on programmatic before and after...

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