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Tourism Australia Launches Second Phase of Dundee Campaign

As part of Tourism Australia’s Dundee campaign, the agency has launched a series of videos inviting Americans to book a trip to see where the “movie” was filmed.

As part of the popular film spoof, Dundee: Son of a Legend, that debuted during the 2018 Super Bowl, viewers will be taken on an exclusive behind the scenes tour of the Dundee movie backlot that, in actuality, is Australia.

Led by actor Luke Hemsworth, the new Dundee videos are a tongue-in-cheek spin on the campaign that is meant to ensure Australia remains at the forefront of U.S. travelers’ minds:

“The U.S. is one of Australia’s largest and most valuable tourism markets with over 780,000 American visitors spending $3.8 billion per year in Australia,” Australian tourism minister Simon Birmingham said in a statement. “Whilst Americans love Australia the challenge for us is to convert interest into action and get potential visitors on a plane headed Down Under.”

Tourism Australia’s Dundee campaign has been a massive success, reaching more than nine billion people and generating nearly 14,500 news articles with an equivalent advertising value of over $85 million.

The second phase of the campaign features destinations from each of Australia’s states and territories and will run from October through December.

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