Crocodile Dundee?

By | Category: Travel news

Image of Paul Hogan from the ad ©Tourist Australia

For even those who sat up to watch the Superbowl in the USA last night, they will have missed the ad for Tourism Australia because it only ran in the USA  and which seems to have become the most talked- about ad of the match. For those who went to bed they will have awoken to social media considered it.

Drafting in a bevy of well-known Aussies such as Russell Crowe, Hugh Jackman, Chris Hemsworth and Margot Robbie to name a few, the ad was a spoof new film on Crocodile Dundee but really a promotion of Australia to encourage US visitors. As the ad nears the end, Paul Hogan – the original Crocodile Dundee – sneers at the son of Dundee character in what I found to be the most entertaining part. He’s not a patch on his “dad.”

The Australian government has found $A15 million to fund a deal with the American channel NBC for the next two year which included the Superbowl ad so we don’t know how much Tourism Australia had to pay for it. The Aussies  – or the government at least – are trumpeting the success of the ad given the exposure that has been given to it but does this mean the ad is successful?

Suerly advertising and promotions should be calculated on how many extra visitors it brings? If the numbers don’t rise it is an utter waste of time unless you can prove that, without advertising, fewer visitors would have travelled.

This ad may well be very successful but it is too early to tell. If, in the next year, there is an increase in American visitors to Australia the government can claim success. Until then who knows and the 411 million people who have seen it on social media are no guide to bookings or at least bookings to justify the cost of the ad!

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