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Tourism Australia launch $36 million Aussie star-studded campaign

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Article image for Tourism Australia launch $36 million Aussie star-studded campaign

Image: Courtesy of Tourism Australia 

Tourism Australia’s $36 million campaign launched at Monday’s Superbowl.

The Superbowl ad cost $12 million, ran for 6o seconds in front of 110 million people and features Aussie icons Paul Hogan and Chris Hemsworth.

It’s part of a multimillion-dollar campaign, featuring the likes of Margot Robbie, Hugh Jackman and Russell Crowe, to get more Americans Down Under.

Ben Fordham speaks with Minister for Tourism Steven Ciobo.

“We’ve had more than 400 million engagements already, and 80% of that is in North America and that is our target audience.”

As for whether the star-studded lineup charged for their appearances, Mr Ciobo tells Ben they charged the absolute minimum.

“They charged the absolute minimum they are legally allowed to charge under the Screen Actors Guild.

“What they did was save Australia taxpayers millions and millions of dollars.”

Listen to the full interview below

Ross Greenwood speaks with Managing Director of Tourism Australia John O’Sullivan.

“We’ve earnt something like $30 million of free publicity out of it.

“It’s just been amazing to see all these different people engage with it.

“We said we wanted to do something that would distort the US. Really get Americas talking about Australia, thinking about Australia again as a destination.

“It’s just a real example of how patriotic these actors are.”

Listen to the full interview below

Watch the $12 million ad below 

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