Wine Australia has partnered with Tourism Australia in a $36 million marketing campaign in the US aimed at boosting interest in Australia as a tourism destination. 

The unique campaign, backed by $1.5 million from the Australian Government’s $50 million Export and Regional Wine Support Package (the $50m Package), was officially unveiled with a new ad broadcast to a TV audience of more than 100 million people during the 'Super Bowl' (Big Game).

Initially giving the appearance of a film trailer for a new Crocodile Dundee movie Dundee: The Son of a Legend Returns Home, the sixty second ad then builds into a spectacular showcase for Australian tourism. Featuring a scene at a winery, the ad stars Chris Hemsworth and Danny McBride drinking Australian wine and praising its quality.

Questions and Answers

Q
What is Wine Australia’s involvement in Tourism Australia’s new marketing campaign?
A

Wine Australia has partnered with Tourism Australia to support its latest US marketing campaign aimed at supercharging interest, bookings and spending by American travellers. 

Q
What is the benefit to the Australian wine sector?
A

We believe that promotion of Australia on this scale will motivate consumers to choose Australia as a holiday destination and attract more visitors to our wine regions and cellar doors, enabling them to try more Australian wine.

Research by Tourism Australia suggests that good food and wine ranks as the top emotional factor for selecting a destination for 36 per cent of travellers. For people who have never visited Australia, only 26 per cent associate the destination with a good food and wine offering. However, for those who have visited, Australia is ranked second for its food and wine experiences (60 per cent) across 15 markets behind France and ahead of Italy (third).

 

Q
Why has Wine Australia partnered with Tourism Australia on this campaign?
A

A key focus of the $50 million Package is to leverage and grow international tourism to create demand and build awareness for premium Australian wine.

Wine Australia has partnered with Tourism Australia on its recent marketing campaign to increase international visitation to Australia and drive tourism to our wine regions. The campaign aims to build international awareness and demand for Australia’s fine food and wine offering and it aligns with our strategy to increase demand and change perception around Australian wine in the US.

This campaign is the biggest single investment Tourism Australia has made in the US market since Paul Hogan’s famous Come Say G’Day ads over 30 years ago.

Q
Where can I see the campaign?
A

The Crocodile Dundee reboot was first flagged on January 19, with the beginning of a series of film teasers taking the form of a traditional studio promotional campaign.

The short teasers introduced the two main cast members, Danny McBride as Brian Dundee, the long-lost son of Mick Dundee, and Chris Hemsworth as Wally Jr.

A special cameo film, released in the United States on Australia Day, featured appearances from a star-studded cast, including Hugh Jackman, Russell Crowe, Margot Robbie, Liam Hemsworth, Luke Bracey, Jessica Mauboy, Ruby Rose, Isla Fisher and Paul Hogan (the original Mick ‘Crocodile’ Dundee character).

The teasers and cameo film ultimately led fans to the “official movie trailer” airing during the 'Big Game', which turned out to be Tourism Australia’s new US tourism campaign.

You can view the campaign at Australia.com, alongside tailored travel itineraries and inspiring destination information supported with a dedicated campaign ‘marketplace’ which includes airfare and tailored holiday offers from more than 20 campaign partners.

To convert interest into bookings, the Tourism Australia campaign also includes a series of light-hearted online videos called Why Australia where Danny McBride chats ‘US talk show’ style with some well-known Australians. In one episode, Curtis Stone provides personal perspectives and unique insights on Australia’s unique food and wine – specifically referring to Australia’s great wines and wine regions.

Q
How much has Wine Australia invested in this campaign?
A

To date, Wine Australia has committed $1.5 million towards Tourism Australia’s $36 million marketing campaign as part of the $50m Package.  The investment will amplify the promotion of Australian wine and wine regions on the world stage, and complements the targeted USA marketing campaigns being delivered by Wine Australia under the $50m Package.

Q
How will you measure the success of Wine Australia’s investment?
A

In each phase of the campaign, we will work closely with Tourism Australia to measure media and social reach, engagement and awareness with the long-term goal of increased visitation to Australia and Australian wine regions.