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.