Tourism Australia's Croc Dundee Super Bowl Campaign Cost A Whopping $36Mill

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Tourism Australia's Croc Dundee Super Bowl Campaign Cost A Whopping $36Mill

Australia's worst kept secret has been revealed at the Super Bowl; a trailer for a mysterious new Crocodile Dundee film is indeed a marketing push for Tourism Australia. 

Dundee: The Son of a Legend Returns Home was set to be based on the son of Paul Hogan's famous Mick 'Crocodile' Dundee, and starred Danny McBride and basically every famous Australian actor - including Chris Hemsworth, Liam Hemsworth, Margot Robbie, Russell Crowe, Hugh Jackman, Isla Fisher, and a bunch more.

Rumours the trailer was simply an ad for Tourism Australia was confirmed during today's Super Bowl. 

It's been revealed the ad cost a massive $36 million - making it the biggest ever investment Tourism Australia has made in the US market. 

Jon O'Sullivan, managing director for Tourism Australia said the PR value for the campaign, which was in the works for 12 months, had already generated a PR value of around $30 million. 

He said they decided target North Americans as they are our second largest inbound traveller market - with visitors spending almost four billion dollars annually. 

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