The smart strategy behind Tourism Australia's 'Croc Dundee' Super Bowl pitch to the Americans
- Written by John Sinclair, Professor of media and communications, University of Melbourne
Tourism Australia has resurrected Crocodile Dundee in a new superbowl commercial that has already reached hundreds of millions on the day and through social media. Some may have cringed at ad reinforcing stereotypes about Australians as hospitable bush-dwellers, but this is actually a good strategy.
Previous Tourism Australia campaigns have...
