In 2018, Tourism Australia launched a unique campaign to promote tourism in the country. The campaign featured a fake movie trailer for “Dundee: The Son of a Legend Returns Home.” The trailer starred American comedian Danny McBride and Australian actor Chris Hemsworth, and it pretended to be a sequel to the popular Crocodile Dundee movies.
The campaign was developed by the advertising agency Droga5 and initially received mixed reactions from the public. Some people believed that it was an actual movie trailer, while others saw it as an elaborate joke. However, the campaign proved to be successful in promoting tourism in Australia and generated over $30 million in media value.
So, what did Tourism Australia learn from creating a fake Dundee movie that promoted the country? Let’s find out:
1. Humor is a powerful tool
The fake movie trailer for “Dundee” was successful because of its humorous approach. It poked fun at Australian stereotypes and played off people’s nostalgia for the original Crocodile Dundee movies. By using humor, Tourism Australia was able to create an entertaining and shareable piece of content that resonated with audiences worldwide.
Lesson: Incorporating humor into your marketing campaigns can help you connect with your audience on an emotional level. It can also make your content more memorable and shareable.
2. Collaborations can lead to success
The success of the “Dundee” campaign can be attributed in part to its star-studded cast. By featuring both Danny McBride and Chris Hemsworth, Tourism Australia was able to leverage their popularity and appeal to different audiences.
Lesson: Partnering with influencers or other brands can help you reach new audiences and increase your marketing impact.
3. Use data-driven insights
Tourism Australia conducted extensive research before launching the “Dundee” campaign. They found that many Americans associated Australia with Crocodile Dundee and wanted to experience the country’s unique wildlife and natural landscapes.
Based on this data, Tourism Australia decided to create a campaign that played off people’s nostalgia for the original Crocodile Dundee movies while highlighting Australia’s natural beauty.
Lesson: Conducting research and using data-driven insights can help you create more effective marketing campaigns that resonate with your Target audience.
4. Embrace innovation
The “Dundee” campaign was innovative in its approach. It used a fake movie trailer to promote tourism in Australia, which had never been done before. The campaign demonstrated Tourism Australia’s willingness to take risks and try new things.
Lesson: Embracing innovation and taking calculated risks can help your brand stand out from the competition and capture your audience’s attention.
In conclusion, the “Dundee” campaign taught us that humor, collaborations, data-driven insights, and innovation can all contribute to a successful marketing campaign. By incorporating these elements into your own campaigns, you can increase your marketing impact and connect with your audience on a deeper level.
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