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.
In a statement, Tourism Australia said the advertisement is part of Australia's largest tourism campaign targeting the United States since Paul Hogan's classic "come say g'day" clip more than 30 years ago.
During the football game, viewers learned that a rumored sequel of the '80s movie "Crocodile Dundee" entitled "Dundee: The Son of a Legend Returns Home", is in fact not a sequel, but rather an elaborate advertising campaign aimed at attracting more visitors to Australia.
"Wait, hold up", says Danny McBride, who plays Mick Dundee's "son" in the ad. The new $27 million Dollars campaign is aimed at supercharging interest, bookings, and spending by American travelers, with the goal of making Australia the most desired destination to visit among USA travelers by 2020.
Producers from The Late Show With Seth Meyers will also fly to Australia this month to film travel segments to air for U.S. audiences; while Hemsworth has prerecorded appearances on a number of daytime variety programs.
The website for the "movie" now redirects to a post on the Tourism Australia website.
While the fake Crocodile Dundee reboot trailer was part of a Tourism Australia promotion, it has sparked calls for a fourth film in the franchise.
"Despite rating highly in terms of aspiration and intention, we still have more work to do when it comes to converting American interest in Australia into actual visits".
The campaign is also supported by Qantas and Wine Australia. "That's the challenge that this new campaign is seeking to address", Sullivan said.
Tourism Australia Chief Marketing Officer Lisa Ronson said the big game provided the ideal platform to grab attention in the USA before rolling out the new campaign's commercial elements in order to convert interest into bookings.
There was one high-profile Aussie missing from the campaign, Rebel Wilson instead featured in Amazon's Alexa ad alongside Cardi B and Gordon Ramsey which followed on from a tweet posted last week. "What better platform than one of our most-loved treasures, Crocodile Dundee, which was also one of the best ads for Australia?" said Droga.
Tourism Australia tells SmartCompany, "there's already been close to 4,000 pieces of media coverage in Australia, the United States and further afield, conservatively worth about $30m in advertising value to us".