Project Tasman

  • Wine Australia has partnered with Tourism Australia on its recent US marketing campaign to help attract more international visitors to Australian wine regions.
  • A key focus of the Australian Government’s $50 million Export and Regional Wine Support Package (the $50m Package) is to leverage and grow international tourism to create demand and build awareness for premium Australian wine. The exciting one-off investment is an opportunity for the wine sector to maintain its competitive edge, thinking bigger, bolder and better than ever before. This partnership with Tourism Australia is an initiative to help achieve this objective and drive tourism to Australian wine regions and builds on our close working relationship.
  • The Super Bowl has the largest reach of any advertising platform in the US, with more than 100 million Americans tuning in across the US and many more millions globally


  • This campaign was the perfect opportunity and platform for Wine Australia to partner with Tourism Australia to promote Australia as a desired destination, showcasing some of our beautiful wine regions and featuring Australian wine
  • Crocodile Dundee put Australia on the map for many Americans, however this new campaign reveals how much Australia has changed since the original film and shows a more contemporary version of Australia which includes world class wineries, sophisticated restaurants and stunning beaches
  • This new tourism campaign supports Wine Australia’s marketing strategy to increase awareness and change perception in the US by showing that Australia is home to 65 unique wine regions and thousands of world class vineyards allowing us to craft authentic and diverse wine of exceptional quality.