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The smart strategy behind Tourism Australia's 'Croc Dundee' Super Bowl pitch to the Americans

Written by John Sinclair, Professor of media and communications, University of Melbourne

Tourism Australia has resurrected Crocodile Dundee in a new superbowl commercial that has already reached hundreds of millions on the day and through social media. Some may have cringed at ad reinforcing stereotypes about Australians as hospitable bush-dwellers, but this is actually a good strategy.

Previous Tourism Australia campaigns have...

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