WATCH: Tourism Australia’s latest ad features the ‘original’ Hemsworth

WATCH: Tourism Australia’s latest ad features the ‘original’ Hemsworth

We don’t know about you but we are BIG fans for Tourism Australia ads.

Remember the one where the Honey Badger delivered a news bulletin from the Sydney Harbour Bridge?

What about the time they tricked us all with a star-studded trailer for a new Crocodile Dundee film? Which we would TOTALLY watch, by the way.

Not to mention these totally adorable and extremely nostalgic vintage posters, which we think are some of their finest work.

We digress. Today, Tourism Australia has launched their latest campaign encouraging American tourists to come and check out the ‘movie set’ of the Dundee movie.

The ad is the next phase of the $36 million Dundee campaign and stars Aussie actor Luke Hemsworth, or the ‘original’ Hemsworth, as he’s referred to in the ad.

Visit the Set of Dundee: Son of a Legend, builds on the momentum of the Dundee: The Son of a Legend Returns Home campaign, which was unveiled at the Super Bowl in February to over 100 million American TV viewers.

What first appeared as a star-studded trailer for a new Dundee sequel featuring celebrities Chris and Liam Hemsworth, Hugh Jackman, Paul Hogan and Margot Robbie; was then cleverly revealed as a tourism ad for Australia.

The new $8 million campaign offers a tongue in cheek spin on the campaign with the ‘original’ Hemsworth and older brother to Chris and Liam, taking Americans on a backlot tour of Australia which is cleverly portrayed as a giant set, purpose-built for the Dundee movie.

Tourism Australia Managing Director John O’Sullivan said that the continued focus on the US was part of the agency’s renewed marketing approach of fewer, bigger, bolder and more impactful campaigns.

“The Dundee campaign has already been well received by the tourism industry and our partners in market, so it is crucial that we maintain the momentum it generated and continue to capture the attention of high-value American travellers,” he said.

“This next chapter gives a fun, new take on the narrative by going behind the scenes of Dundee to share a richer and deeper showcase of the experiences that can be enjoyed in Australia.”

Since its launch, the Dundee campaign has reached more than 9 billion people and has generated nearly 14,500 news articles with an equivalent advertising value of over $85 million.

Activity will run from October to December to coincide with the peak travel booking season for the US market and is earmarked for roll out in additional international markets including the UK.

Latest News

  • Hotels

Hotel d’Inghilterra completes its extensive restyling

Hotel d’Inghilterra, the historic and unique accommodation landmark in Rome, has completed its rebirth with the iconic property enhancing its charm event further. Located just a few steps from the iconic Spanish Steps and the Via Condotti, the hotel’s innate elegance has been home of international patrons and Roman nobility since the mid 16th century. […]

  • Cruise

Oceania Cruises unveils its new brand value promise to all guests

Culinary- and destination-focused cruise line, Oceania Cruises, has unveiled its ‘Your World Included’  featuring an updated selection of always included amenities. The new offer cements the brand’s promise of ‘Your World, Your Way’ branding and as part of it, all guests will receive included shipboard gratuities for stateroom attendants, butlers, and dining waitstaff automatically in […]

  • Destinations

Adventure World unveils new Canada MAKE TRAVEL MATTER campaign

Adventure World has unveiled a new Canada campaign going beyond breathtaking landscapes and iconic sights and inviting Aussie travellers to MAKE TRAVEL MATTER by giving back to the destinations they explore. Through the innovative MAKE TRAVEL MATTER program, starting this month, travellers can add meaningful experiences to their Canadian adventures. Imagine participating in a wildlife […]

  • News
  • Tourism

Intrepid Adventures launches new travel show on Channel 10

Intrepid Travel has launched a new six-part travel series, Intrepid Adventures, premiering on Channel 10 this Sunday, 8 September. In partnership with creative production house, Sloane Media and the Moroccan National Tourist Office, the program shifts the spotlight from traditional tourist sights to the local guides and communities that bring each destination to life. The […]

  • Luxury
  • News

Luxury Travel Collection reveals ‘Leaders who Lunch’ series

The Luxury Travel Collection (LTC) launched ‘Leaders Who Lunch’ (LWL) with its first event today, bringing together an intimate group of luxury advisors with global luxury partner, Silversea. This new series of intimate, invitation-only lunches will connect influential global senior leaders from LTC’s luxury partner network, with a hand-selected group of members to nurture elevated […]

  • Cruise
  • Travel Agents

MSC Cruises hosts ’Deep Dive on Japan’ webinar

MSC Cruises has announced an exclusive webinar tailored for travel partners that offers an in-depth look at their Japan 2025 itineraries and more. The 20-minute webinar, followed by a 5-minute interactive Q&A session, is designed to provide travel partners with comprehensive insights into the popular destination of the Far-East and top selling itineraries. Japan and […]

  • News

World-first education initiative introduces “Guardian of the Reef” platform

Tourism Tropical North Queensland has partnered with Expedia in the US, UK and Australia to introduce the “Guardian of the Reef”, a world-first platform. Conservation curious travellers can visit the newly launched website and work through a series of short educational videos, each with a coupon reward system to use with Expedia bookings on the […]

  • Cruise

Explora Journeys announces godmother for EXPLORA II

Explora Journeys, the luxury lifestyle ocean travel brand of the MSC Group, has announced that environmentalist Rosalba Giugni as the godmother of their newest ship, the EXPLORA II. The ship’s official naming ceremony will be on 15 September 2024 in Civitavecchia, Italy and marks the latest addition to the Explora Journey’s fleet. It reflects the […]

  • Aviation

Malaysia Airlines launches direct flight to Paris

Malaysia Airlines has announced direct flights to Charles de Gaulle Airport (CDG) in Paris, marking a key milestone in the airline’s European expansion. This route, which will commence on 22 March 2025, represents Malaysia Airlines’ 68th destination, reinforcing its position as the gateway to Asia and beyond. In celebration of the route’s return after nearly […]

  • Hotels

Oasia Resort Sentosa unveils new room category and junior suites

The Oasia Resort Sentosa has unveiled its latest Courtyard Premier rooms and refreshed Junior Suites as well as a staycation offer for pet owners and their furry friends. Located on level two in the Palawan Wing, the 19 Courtyard Premier rooms each span 63sqm with a spacious alfresco area with bean bags and a dining […]

  • Hotels

Park Regis by Prince Singapore debuts under a new brand name following extensive refurbishments

The debut of the Park Regis by Prince Singapore marks the global expansion of Seibu Prince Hotels & Resorts since launching its new global brand identity in April. Following this rebranding of the property and extensive refurbishment, Park Regis by Prince Singapore is an urban oasis that effortlessly encapsulates the essence of its unique bi-culture […]