Super Bowl advertising campaign a boon for Aussie outback tourism

2018-02-06 05:07:15 GMT2018-02-06 13:07:15(Beijing Time) Xinhua English

CANBERRA, Feb. 6 (Xinhua) -- Australia's Northern Territory (NT) is expected to benefit from a tourism advertisement aired during the Super Bowl, the government has confirmed.

The star-studded advertisement, appearing to be a trailer for a sequel to the iconic "Crocodile Dundee" film series, was revealed to be an elaborate Tourism Australia campaign during the championship game of the National Football League on Monday Australian time.

The commercial featured Australian Hollywood stars Hugh Jackman, Margot Robbie, Russell Crowe and Liam Hemsworth.

It showed off many of Australia's top tourist attractions with the NT's outback featuring prominently.

"The original Crocodile Dundee movie released in 1986 captured the attention of the U.S. market and inspired travellers to visit the outback," NT Tourism and Culture Minister Lauren Moss told the Australian Broadcasting Corporation (ABC) on Tuesday.

"We will do everything we can to make sure this new marketing campaign drives U.S. travellers to visit the Northern Territory, Australia's outback."

The U.S. is the strongest international market for NT tourism with an average of 44,500 visitors to the "top end" from the U.S. every year.

Tourism Australia's marketing campaign cost 28 million U.S. dollars, a figure that tourism operators believe was worth it.

"This Tourism Australia campaign in the USA places a focus on the outback which is what we are known for," Moss said.

"We live in one of the most beautiful and unique landscapes in the world and this campaign helps us to promote that."

Such was the success of the campaign that one NT newspaper has started a campaign to make the Crocodile Dundee reboot a reality.

"We think it's time for our kids ... and people coming through to see and experience what we had," NT News Deputy Editor Ken McGregor said.

"And we just think it would be great for the Northern Territory to showcase what we have to the whole world."

 

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