The $36m campaign, supported by Wine Australia and Tourism Australian and backed by the $50m Government support project, amplifies the promotion of Australian wine and wine regions on the world stage and complements the targeted US marketing campaigns being delivered by Wine Australia to increase awareness of our fine wine offering in the US under the $50m Package. A distinct suite of online films-titled "Why Australia?"-featuring Danny "Dundee" McBride were developed in parallel". Some of the big names that had appeared are I, Tonya star Margot Robbie, Logan star Hugh Jackman, Gladiator star Russell Crowe, and Confessions of a Shopaholic actress Isla Fisher.
Tourism Australia hasn't confirmed how much the ad cost to create or distribute through a famously expensive Super Bowl ad slot, but Tourism Australia Managing Director John O'Sullivan has told the ABC there was a $15 million partnership with NBC studios to produce the ad.
Hemsworth said there has been a lot of interest from folks in seeing the movie actually come to fruition - and it did get him thinking.
One of the best commercials from Super Bowl 52 was Tourism Australia's Crocodile Dundee advertising campaign.More news: Hyundai hopes bigger, revamped Santa Fe SUV will reverse USA sales slump
"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".
The website for the "movie" now redirects to a post on the Tourism Australia website.
Damian Eales, chief operating officer, publishing at News Corp Australia, said: "At News Corp, we believe it's time for Crocodile Dundee to be made for a new generation. Importantly, many viewers are the high-yielding American traveler we specifically target", she said. "I'd like to think the inspiration the film has provided for this new Tourism Australia campaign will ultimately translate into similar success". This is a tourism campaign. What makes Australia special isn't simply the 37,000 miles of beaches, unique wildlife or world-class food and wine-it's getting those things delivered by a warm, welcoming, irreverent bunch of people.
Tourism Australia's global media services agency, UM handled media duties on the project. There couldn't be a better time in the United States for us to celebrate those quintessential Australian values of carefree fun, good humor, and epic adventure.
In a statement, Tourism Australia said the advertisement is part of Australia's largest tourism campaign targeting the U.S. since Paul Hogan's classic "come say g'day" clip more than 30 years ago.