In 2018, Tourism Australia pulled off one of the most innovative and memorable travel PR campaigns in recent history with its “Dundee: The Son of a Legend Returns Home” campaign. On the surface, the idea seemed simple enough: use a beloved pop culture franchise to promote tourism. But what Tourism Australia achieved was far more sophisticated—a viral sensation that not only captured the attention of audiences worldwide but also significantly boosted global interest in Australian tourism.
The campaign, which involved the release of a trailer for a fictional “Crocodile Dundee” movie, turned heads by featuring a star-studded cast of Hollywood A-listers like Chris Hemsworth, Hugh Jackman, and Margot Robbie. It started with a deceptively convincing mock film teaser, leading viewers to believe that a new “Crocodile Dundee” movie was on the horizon. But the twist? It was all part of a tourism marketing initiative. In the final moments of the trailer, the audience learned that the “film” was merely a clever ruse to promote Australia as the ultimate adventure destination.
This campaign brilliantly tapped into nostalgia while leveraging humor and a deep understanding of global media consumption. By utilizing a beloved national figure like Mick Dundee, the campaign was able to spark curiosity and captivate audiences who might have never considered Australia as a travel destination. The sheer virality of the trailer, amplified by social media and widespread media coverage, proved that humor and creativity, when applied correctly, are powerful tools in modern PR.
Beyond the laughs and the viral success, the campaign had tangible results. Tourism Australia reported a 26% increase in international inquiries following the launch, illustrating how a well-executed PR campaign can significantly affect travel decisions. The “Dundee” campaign wasn’t just a travel PR stunt—it was a strategic masterstroke that reshaped the way audiences viewed Australia and cemented its reputation as a land of adventure.
What makes this campaign truly remarkable is how it perfectly blends storytelling with brand messaging. It was more than just a clever use of a movie franchise; it was a seamless promotion of Australia’s vast landscapes, rugged terrain, and unique wildlife—all wrapped up in an engaging, shareable narrative. Tourism Australia showed that effective PR isn’t just about selling a product; it’s about creating stories that resonate with people and make them want to experience something for themselves.
In a crowded travel market, where destinations compete for attention in an ever-expanding digital landscape, Tourism Australia’s “Dundee” campaign serves as a reminder that creativity and humor are powerful ways to cut through the noise.
