As Much As We Want It, That Crocodile Dundee Reboot Isn't Happening

Wendy Jensen
February 7, 2018

"Aussie icons like Chris Hemsworth, Margot Robbie and Hugh Jackman are huge in the U.S., their popularity will help showcase Australia and get the message out to visit Australia", he said.

Backed by $1.5m from the Australian Government's $50 million Export and Regional Wine Support Package, the start of the campaign was signalled with a spoof trailer for a fictional sequel to the popular 1980s comedy Crocodile Dundee (so believable it caused some fans to believe a sequel really was in the pipeline), and features actors including Margot Robbie, Chris Hemsworth and Danny McBride.

The push is strengthened by comments the ad's star Chris Hemsworth made in an interview with news.com.au.

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Chris Hemsworth and Danny McBride starred in Tourism Australia's Super Bowl ad.

Starring Danny McBride and Chris Hemsworth, with a cameo from Paul "Crocodile Dundee" Hogan himself, the 60-second commercial that aired during the second quarter of the Big Game revealed the joke to viewers. "The work with Tourism Australia is an initiative to help achieve our tourism objective and drive visitors to Australian wine regions".

For weeks, trailers for Dundee: Son of a Legend Returns Home have been making the rounds on the Internet, but a Super Bowl ad explained the whole thing - the stunt was nothing but an entertaining tourism ad for Australia. "This new campaign will address this conversion challenge", said Minister for Trade, Tourism and Investment Steve Ciobo in the statement.

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According to Tourism Australia's managing director John O'Sullivan, American visitors represent a significant tourism market for the country, having spent $3.7 billion in Australia in the past 12 months. "I'd like to think the inspiration the film has provided for this new Tourism Australia campaign will ultimately translate into similar success".

A key focus of the $50m package is to leverage and grow global tourism to create demand and build awareness for premium Australian wine, which assistant minister for agriculture and water resources Anne Ruston said is one of Australia's most important industries.

"As an immensely proud Aussie, my goal was for Droga5 to create an audacious, outlandish tourism campaign that only Australia would have the guts to pull off". There couldn't be a better time in the USA for us to celebrate those quintessential Australian values of carefree fun, good humor, and epic adventure.

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It is the biggest campaign Tourism Australia has run in the US since Hogan's "Come and Say G'Day" campaign in 1984.

Other reports by Info About Network

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