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  • 9 February 2018

Paul Hogan briefly reprises his role in the advert, standing in front of the Sydney Harbour BridgeImage copyright Tourism Australia
Image caption The Tourism Australia advert, with Paul Hogan in front of the Sydney Harbour Bridge

Australia has put Crocodile Dundee at the centre of a lavish ad campaign to attract US tourists. Trevor Marshallsea explores why Australia is betting so heavily on a 1980s character – and associations – in 2018.

An unoriginal perpetuation of tired old clichés? Or a stroke of marketing genius?

The response to Australia’s revival of tourism advertisements centred on Crocodile Dundee would heavily suggest the latter.

Australia turned back the clock three decades for its new campaign, which peaked with a multi-million dollar advert during American football’s Super Bowl on Monday.

The ad, part of a A$ 36m (£20m; $ 28m), three-year drive aimed at wooing US tourists, followed a series of teasing clips purporting to be trailers for a remake of Australia’s highest-grossing movie.

When the minute-long ad itself aired however, just before half-time in the Super Bowl, it was revealed to be a commercial encouraging visitors to Australia.

BBC News – Asia

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