Tourism Australia’s Dundee: The Son of a Legend Returns campaign will contribute an extra $860m to the Australian economy by 2020, according to the tourism body’s chief marketing officer Lisa Ronson.
The campaign, which kicked off in January with a teaser campaign and Super Bowl advert, this week rolled out a content series Why Australia, in a bid to continue to leverage the popularity and buzz around the activity.
Ronson told The Drum, the campaign aimed to drive more high-value visitors down under with a goal to increase the current $4bn spend that is generated by US visitors to $6bn by 2020.
“Without this campaign, the market would have grown to just over $5bn by 2020, so what this campaign aims to do is to add an incremental $860m to the Australian economy and that’s what we are holding ourselves accountable for.”
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