Crocodile Dundee was number two in the US box office in 1986. (You gotta admit, Tom Cruise was pretty hot in Top Gun. That volleyball scene? Yeesh.)

It was a cultural phenomenon in every sense of the word. However, it remained the prevailing symbol of Australia within the US for three decades after it was released.

This was a laser-focused campaign to update that perception—to make Australia top of mind once more but also shift our perception. We mined for insights in the American market. We only spent in the American market. We even cast an American actor, Danny McBride, as the son of Dundee, all to make sure Americans could see themselves coming to Australia.

Focusing on a single market in this way has paid dividends—American High-Value Travelers are now coming in droves (+11.5%), and spending more (+30%).