Tourism Australia score big with Super Bowl ad campaign

America’s resurgent love affair with Australia looks set to continue with the launch of Tourism Australia’s new $36 million marketing push at today’s Super Bowl extravaganza.

Tourism & Transport Forum Australia (TTF) Chief Executive, Margy Osmond, congratulated Tourism Australia (TA) on the innovative campaign, which represents the single largest investment TA has made in the US market.

“Not since Paul Hogan put Australia on the top of American’s holiday bucket lists with the legendary ‘Come Say G’Day’ ads has there been such a creative and ingenious push to capture the next wave of American travellers,” Ms Osmond said.

“Through this brilliant campaign, drawing on the popularity of Australia’s most famous cinematic export, Crocodile Dundee, and featuring a new generation of Australian film talent, will encourage the next generation of American tourists to put Australia on the top of their must-visit travel destinations.

“The Super Bowl is advertising’s biggest and most lucrative stage, with more than 110 million Americans watching and many tens of millions more across the world.

“This marketing push is priceless exposure to one of our fastest growing and most important travel markets.

“This campaign will undoubtedly become one of the biggest talking points on the biggest day in American sport.”

Ms Osmond said America is our third largest inbound market and has been one of the strongest recent performers, with a seven per cent increase in the number of travellers in the past 12 months.

“The incredible resurgence last year of travellers from the USA was one of Australian tourism’s surprise success stories, and this new campaign will ensure that this rebirth continues its momentum,” Ms Osmond said.

“Since the US grabbed the number three spot from the UK in March 2017 it has continued to go from strength to strength, with a record 780,000 American visitors to our shores over the past 12 months.

“This is particularly important for Australia’s tourism sector, as we certainly can’t guarantee that the Chinese tourism boom that is underpinning so much of the sector’s success will continue on its current trajectory.”