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LEARN MORE ABOUT Lisa Ronson

Lisa Ronson, Chief Marketing Officer

February 19, 2019

Lisa Ronson

How Tourism Australia's Crocodile Dundee campaign won the Super Bowl

Each month, as part of our Extraordinary Minds series, we profile a professional who is doing incredible things in their field.This month, we talked to Lisa Ronson, CMO at Tourism Australia. The ads for the 2019 Super Bowl may not have been anything to write home about. .....

January 27, 2019

Lisa Ronson

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

..... That meant creating all the usual movie staples—trailers, social media accounts, an IMDb page and more—to truly convince the world Dundee was a real film. “We knew that brands that simply reuse assets at Super Bowl fail, and we needed to create work that would achieve massive cut-through,” Lisa Ronson, CMO, Tourism Australia, said. “The 1986 film Crocodile Dundee helped shape the American view of Australia and resulted in a massive spike in travel to Australia,” so it only made sense that Tourism Australia fall back on that strategy again, but with a major twist. .....