Framed at first as teaser trailers for a "Dundee" remake, the campaign for Tourism Australia by UM New York & UM Sydney attracted attention with its movie star appearances. Halfway through the Super
Bowl ad, it revealed it was marketing for Australia's tourism. It became the #1 Most-Viewed Super Bowl Campaign, with a 35% growth in searches for flights, 7 billion reach, $84.4 billion earned media
and 900% increase in organic booking inquiries. 66% of consumers exposed were more likely to visit.
Affiliated Agency: Media: UM New York & UM Sydney; Creative Agency: Droga5; PR: Kovert Creative; Production: Revolver/Will O'Rourke, Second Child, Biscuit Filmworks, Exile Editorial
Credits: Chris Colter, Strategy Lead, UM Sydney; Sophie Bingham, Group Account Director, UM Sydney; Sarina Ballauff, Digital Director, Global Business, UM Sydney; Ashleigh Krstanoski, Client Director, UM Sydney; Anthony Thomas, Digital Manager, UM Sydney; Danny Huynh, SVP Client Business Partner, UM New York; Nataly Cavagnaro, VP Group Partner, UM New York; Kari Lang, Portfolio Manager, UM New York; Jillian Irizarry, Senior Manager Investment, UM New York; Daniele Ashkenazy, Associate SEM & Social Director, UM New York; David Droga, Creative Chairman, Droga5; Chris Colliton, Creative Director, Droga5 Kevin Weir, Creative Director, Droga5; Jim Curtis, Associate Creative Director, Droga5; Ryan Fitzgerald, Associate Creative Director, Droga5; Devin Croda, Design Director, Droga5; Jen Lally, Designer, Droga5; Jesse Brihn, Co-Director of Film Production, Droga5; Andrew Slough, Executive Producer, Film, Droga5; Jocelyn Howard, Director of Business Affairs, Droga5; Alex Smith, Producer, Interactive, Droga5; Cliff Lewis, Director of Art Production, Droga5; Will Davie, Group Strategy Director, Droga5; Colleen Leddy, Head of Communications Strategy, Droga5; Delphine McKinley, Communications Strategy Director, Droga5; Hillary Fink, Senior Communications Strategist, Droga5; Janet Kim, Data Strategist, Droga5; Edward Rogers, Group Account Director, Droga5; Marissa Guerra, Account Director, Droga5; Annie Sherbon, Account Manager, Droga5; Jeff Winsper, Associate Account Manager, Droga5; Marianne Stefanowicz, Global Head of PR, Droga5; Danny Hernandez, PR Manager, Droga5; Steve Rogers, Director, Revolver/Will O'Rourke; Michael Ritchie, Managing Director, Revolver/Will O'Rourke; Pip Smart, Executive Producer, Revolver/Will O'Rourke; Russell Boyd, Director of Photography, Revolver/Will O'Rourke; Pete Sciberras, Editor, EXILE; Ted Royer, Chief Creative Officer, Droga5 Aaron Matys, Producer, Media, Droga5