Tourism Australia’s Dundee Campaign Takes Titanium Lion

Tourism Australia's Dundee: The Son of a Legend Returns Home campaign secured the Titanium Lion award at this year's Cannes Festival. The Titanium Lions award celebrates ideas that push boundaries in the branded communications space. The campaign has picked up Ten Lions in total.

The 60-second Dundee ad originally featured as an apparent trailer for a sequel to the original Crocodile Dundee movie, boasting actors Chris Hemsworth and Danny McBride along with a swathe of Australian A-list actors.

While US citizens are quite aware of Australia, bookings are proportionally low. This campaign marks an intentional, direct move towards more impactful marketing programs. That meant a bold and risky move for Tourism Australia, which they navigated expertly.

“This is a campaign which had very clear commercial targets, right from the start, and which I’m happy to say is already delivering unprecedented leads for our industry partners.” - Lisa Ronson, CMO at Tourism Australia

Tourism Australia was awarded for their ‘Aussie News Today’ campaign in the Media category as well, receiving Gold for ‘Use of Social Platform’s and Bronze for ‘Use of Branded Content created for Digital or Social’.