Written & Produced by Mojo Australia
Founders:Allan Johnston & Alan Morris
Writers:Allan Johnston & Alan Morris
Soon after Hoges appeared on US television screens, Australia became a must-see destination. Within three months, it rocketed from No.78 on the most-desired holiday list for Americans to No.7. Arrivals doubled over the first three years and for four years the growth rate was more than 25 per cent annually.
Bill Baker, a branding expert who co-managed the campaign in the US for its duration from 1984 to 1990, said the ad is still "top of mind" for many Americans.
"No Aussie tourism campaign has come close to matching it," he said.
The campaign, launched at a National Football League game in Los Angeles in January 1984, and was so succsessful because for the first time it went beyond Australia's known attributes of wildlife, outback and Great Barrier Reef.
"It engaged Americans on an emotional level, inviting them to immerse themselves in the relaxed Australian lifestyle. It used friendliness, the Australian accent and a cheeky sense of humour."