Gunlom Falls Reopening Trade & Consumer Media Story Pitch

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The Situation

As one of Kakadu National Park’s most iconic and cinematic sites, Gunlom Falls holds legendary status in Australia’s Top End. After an extended closure, its 2025 reopening presented a unique opportunity to reengage the travel trade while also inspiring wider consumer interest. New Age Marketing on helaf of Tourism NT developed and executed a bold PR moment, designed to reach both trade professionals and travel-interested readers across the German-speaking markets.

Clients: Tourism NT & Visit Victoria Markets: Germany, Switzerland & Austria Services: Media Relations, PR Strategy, Trade & Consumer Story Pitching

The Challenge

Following years of closure, the return of Gunlom Falls had the potential to symbolize much more than a site reopening. It marked a cultural, ecological, and tourism milestone — and a chance to bring back the spirit of Crocodile Dundee to travel storytelling. The challenge was to quickly transform this into a high-impact PR story: one that would resonate with travel trade editors as well as spark emotional and nostalgic interest from broader consumer media. At the same time, it was critical to present the story with cultural sensitivity — reflecting both the natural significance of the site and the progress in collaboration with Traditional Owners.

The Solution

New Age Marketing developed a nostalgic story pitch linking the reopening of Gunlom Falls to Crocodile Dundee — a cultural reference that continues to resonate with European audiences. The angle was shared with leading travel trade media across Germany, Switzerland, and Austria, while a tailored version was proactively pitched to national and regional consumer outlets, focusing on film legacy, nature immersion, and the spirit of the Top End. Strong visuals, personalized outreach, and swift media support ensured broad pick-up across both trade and consumer platforms.

The Results

This fast-turnaround media activation delivered significant visibility across both the travel trade and consumer landscape. By combining precision PR targeting with emotive storytelling, the campaign reinserted Gunlom Falls — and Kakadu National Park — back into the centre of product and media conversations in the DACH region, with coverage secured in leading trade media as well as consumer outlets. In total, the story reached an audience of over 9.3 million and generated an Earned Media Value (EAV) of AUD 45,000+.

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