What Tourism Australia Learned From Creating a Fake Dundee Movie That Promoted the Country

The star-studded ad from Droga5 increased U.S. tourist visas 11.5% in 6 months

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When a trailer for a new Crocodile Dundee movie, titled Dundee, dropped roughly two weeks before Super Bowl LII, the internet was in shock. A reboot of the iconic Crocodile Dundee franchise … starring Danny McBride? Really? It couldn’t be.

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This story first appeared in the Jan. 28, 2019, issue of Adweek magazine. Click here to subscribe.