Dundee continues to drive American tourism with 'Why Australia' video series via Droga5, New York

Screen Shot 2018-03-02 at 9.39.20 am.jpgTourism Australia has released a new online video series as part of its A$36-million USA marketing push aimed at supercharging American tourism Down Under via Droga5, New York.

Following the launch of Dundee: The Son of a Legend Returns, the movie that was actually a tourism ad for Australia, the five new Why Australia episodes star American actor Danny McBride and a cast of well-known Friends of Australia including Chris Hemsworth, Curtis Stone, Matt Wright and Jessica Mauboy.

Highlighting each of Australia's states and territories, the renowned Aussies share their personal stories and insights on Australia's food and wine, nature and wildlife, aquatic and coastal experiences, culture and heritage and sport and events.

Tourism Australia chief marketing officer Lisa Ronson said its Why Australia content series aimed to capitalise upon the hype surrounding Dundee: The Son of a Legend Returns.

Says Ronson: "We couldn't be happier with the reaction to our Super Bowl ad. The ad and the teasers that preceded it caught the attention and the imagination of millions of Americans and have given us an unprecedented platform to now convert that interest into travel bookings.

"Why Australia is part of that conversion exercise. The content adds depth and colour to our destination story by harnessing some of our country's best known international stars to show the high value American traveller some of Australia's top destinations and best experiences.

"Each of these short videos is informative, entertaining and tailored to highlight locations, products and experiences that we know will resonate strongly with our higher yielding target traveller - from beaches and culture, to food and events."

Tourism Australia's campaign activity in the US includes a dedicated campaign 'marketplace' with tailored holiday offers from more than 20 campaign partners, including Qantas, American Airlines and Wine Australia on Australia.com.

Immediately following broadcast, Tourism Australia experienced record traffic to Australia.com, with the website attracting visitors from more than 10,000 US towns and cities. Feedback from our airline and key distribution partners has also been extremely positive.

• Qantas Vacations reported the company experienced increased website traffic and double the normal number of leads within the first 24 hours of the ad airing.
• Aspire Down Under saw a strong response to its travel package featured in the Dundee campaign, with a 30 per cent jump in leads compared to the same period last year, and Australia sales expected to increase 42 per cent year on year.
• Travel company Down Under Answers saw web traffic quadruple the week after the launch, with ongoing enquiries being received for Australia as a result of the ad and surrounding media.

While the campaign is still in its early stages initial results have been positive:

• Since the launch, Dundee has amassed more than 100 million video views on social media, generated more than 12,000 media articles and delivered over $74 million in estimated advertising value.

• The campaign has achieved a social media reach of approximately 890 million across multiple
 platforms with 80% of this US-based.
• The ad was ranked in the Top 5 best ads in Super Bowl by Adweek, Bleecher Report, Washington Post and the top 6 funniest commercials by USA Today and was also the highest searched Super Bowl campaign this year, according to Google.

Part of its global Masterbrand There's Nothing Like Australia, the new campaign is the biggest single investment Tourism Australia has made in the US market since Paul Hogan's famous Come Say G'day ads over 30 years ago.

Agency: Droga5 NY
Creative Chairman: David Droga
Creative Directors: Chris Colliton, Kevin Weir
Associate Creative Directors: Jim Curtis, Ryan Fitzgerald
Design Director: Devin Croda
Designer: Jen Lally
Associate Experience Design Director: Annie Ha
Co-Director of Film Production: Jesse Brihn
Executive Producer, Film: Andrew Slough
Music Supervisor : Mike Ladman
Director of Business Affairs: Jocelyn Howard
Sr. Business Affairs Manager: Tom Vendittelli
Talent Manager: Michelle Cramer
Senior Traffic Manager: Wendy Kaplan
Co-Director of Interactive Production: Justin Durazzo
Producer, Interactive: Alex Smith
Producer, Media: Aaron Matys
Director of Art Production: Cliff Lewis
Producer, Art: Nichole Katsikas
Associate Director. Print Services: Riely Clough
Group Strategy Director: Will Davie
Head of Communications Strategy: Colleen Leddy
Communications Strategy Director: Delphine McKinley
Senior Communications Strategist: Hillary Fink
Data Strategist: Janet Kim
Group Account Director: Edward Rogers
Account Director: Marissa Guerra
Account Manager: Annie Sherbon
Associate Account Manager: Jeff Winsper
Senior Project Manager: Meredith Nydam
Project Manager: Tessa Muchura
Global Head of PR: Marianne Stefanowicz
PR Manager: Danny Hernandez

Production Company: Revolver / Will O'Rourke / Biscuit Filmworks
Director: Steve Rogers
Managing Director, Revolver/Will O'Rourke: Michael Ritchie
Managing Director, Biscuit Filmworks: Shawn Lacy
Executive Producer, Revolver/Will O'Rourke: Pip Smart
Executive Producer, Biscuit Filmworks: Holly Vega
Producer: Caroline Kruck
Director of Photography: Russell Boyd
Camera Operator: Anna Howard
Drone Operator: Tony Driver
Production Designer: Chris Kennedy
Costume Designer: Margot Wilson
Makeup / Hair: Nikki Gooley
VFX on set Supervisor: Justin Bromley, FIN Design
Editorial: EXILE
Editor: Pete Sciberras
Production Company: Second Child
Film  ("The Cast Trailer" Only)
Quality Control
Post Production: Blacksmith
Color: Company 3
Music and Sound Design: HUMAN
Sound: Heard City
Interactive Production Company: Active Theory
Media Agency: UM Sydney
Global Business Director: Sophie Bingham
Global Strategy Director: Chris Colter
Global Digital Director: Sarina Ballauff
Global Client Director: Ashleigh Krstanoski
Global Digital Manager: Anthony Thomas
Media Agency: UM USA
SVP, Client Business Partner: Danny Huynh
VP Group Partner: Nataly Cavagnaro
Portfolio Management Manager: Kari Lang
Sr Manager Digital Investment: Jillian Irizarry
Associate Director, Programmatic: Laura Tumulty
Content Manager: Jacklyn Apostolik
Associate Director Paid Social: Daniele Ashkenazy
Sr Manager Decision Sciences: Pratiksha Kamath
SVP Sports & Events Broadcast Director: Kevin Collins
Director Sports & Events Investment: Brian Castagna
Sr Associate Integrated Investment: Michael Haugh        
Associate Integrated Investment: Melvin Pina
Partner, Addressable Content: Ryan Love
SVP Addressable Content: Suraj Gandhi 
Creative Content Director: Barrie Connell
Programmatic Manager: Scott Weinberger
PR Consultant: Kovert Creative


pixel art said:

who compressed these, the work experience kid?

work experience kid said:

I also made the Nature & Wildlife link go to the Sports film again.

Tax Payer said:

1000 peoples name on the credits and the picture quality is terrible.

trailer park said:

Sigh... the hard sell bit.

Ted Talk said:

I don't mind them.

Tina said:

Sorry,you just lost me.

David Droga said:

Please take my name off these credits.

Leave a comment