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Tourism Australia Invitations Indian Cricket Followers to Uncover the Magic of Australia with Pat Cummins
Thursday, November 21, 2024
Tourism Australia has unveiled a particular version of its Come and Say G’day marketing campaign, that includes Australian Check cricket captain Pat Cummins. This initiative is timed to coincide with the extremely anticipated five-Check collection between Australia and India, set to start in Perth on Friday, 22 November. The marketing campaign is designed to seize the eye of hundreds of thousands of cricket followers throughout India.
With an estimated 50 million Indian cricket fanatics anticipated to tune in, Cummins stars alongside Tourism Australia’s model ambassador, Ruby the Kangaroo, in a collection of partaking ads titled Howzat for a Vacation?. These spots intention to spotlight Australia’s world-class tourism experiences, showcasing its iconic locations past the cricket stadiums.
The marketing campaign consists of quite a lot of video content material in 30, 15, and 6-second codecs, complemented by out-of-home inventive belongings and digital activations. The ads will run all through the collection in India, reinforcing Australia’s enchantment as a journey vacation spot.
Tourism Australia has additional plans to localize the marketing campaign for different cricket-loving nations, together with the UK, the place it’s going to air in the course of the Girls’s Ashes collection in January 2025 and the Males’s Ashes collection in November 2025.
To construct momentum, David Warner, the just lately retired Australian cricketer, additionally starred in a separate content material collection launched final week in India. This collection showcases Warner’s favourite Australian vacation spots, additional attractive Indian vacationers to discover the nation.
Tourism Australia’s newest efforts mirror a strategic mix of cricket and journey, utilizing the game’s recognition to advertise the nation’s unparalleled tourism choices to an keen viewers.
Tourism Australia Managing Director, Phillipa Harrison, stated India has lengthy been a key marketplace for Australian tourism and with arrivals from the nation on the rise the Check collection between our two nations presents the right alternative to ramp up exercise out there.
“With a population of more than 1.4 billion people and more Indians looking to travel the potential in the Indian market is endless and we see the upcoming Test series as our chance to get on the front foot and promote our country to a captive TV audience,” Ms Harrison stated. “The Test series will attract enormous TV audiences of up to 50 million across India and tens of millions of those are high yielding travellers who are in the market for an international holiday. “While we have their attention firmly on Australia for the cricket this is an unmissable chance to encourage those travellers to visit Australia and see what we have to offer as a holiday destination. “The aviation links between India and Australia have never been stronger, the market was one of the first to fully recover after the pandemic and, according to forecasts, the number of Indians travelling to Australia will double 2019 levels by 2028. “It will be a tough Test series for India on the field, but we are confident Indian travellers will still want to Come and Say G’day.”
Tourism Australia Chief Advertising and marketing Officer, Susan Coghill, stated the most recent particular instalment builds on the work the worldwide Come and Say G’day marketing campaign has already achieved because it launched in October 2022.
“Howzat for a holiday? proves the versatility of our brand ambassador Ruby the Kangaroo, who is once again voiced by the wonderful Rose Byrne. Ruby was at the centre of our global campaign when it launched two years ago and since then she has been central to all of our work including a campaign for the FIFA Women’s World Cup and now cricket,” Ms Coghill stated.
“We are so pleased to have been able to work with the Australian Test cricket captain Pat Cummins, Rose Byrne and also our new creative agency The Monkeys, part of Accenture Song, who have helped to create a uniquely Australian campaign that will resonate with audiences in India and the UK.
“This new creative is part of a whole range of activity around the Summer of Cricket. Ahead of the Test series we launched a four-part social media content series with David Warner, we followed that with the launch of Howzat for a holiday? and we will also be hosting a group of Bollywood talent here in Australia. All of this activity will run in India throughout the series to showcase Australia as a holiday destination.”
“This is now a proven formula and it is one we will execute once again with a push into England with localised creative during the Women’s and Men’s Ashes here in Australia next year.”
Managing Director of The Monkeys, a part of Accenture Tune, Matt Michael stated: “It has been a pleasure to begin our relationship with Tourism Australia by having this opportunity to work with them on their Summer of Cricket program. “Cricket is such a classic part of the Australian summer experience, and nothing beats attending a live match. The campaign taps into the possibility of seeing sporting heroes like Pat Cummins in the flesh, enticing cricket fans in markets like India and the UK to indulge their passion for the sport while sampling the best of the Australian summer – a double treat. “Over the coming months, we look forward to further building on the ‘Come and say G’Day’ platform to showcase Australia and persuade travellers from around the world to take a holiday Down Under,” Mr Michael stated.
Howzat for a Vacation? launches at the moment in India, completely timed forward of the extremely anticipated Check collection between Australia and India. The matches are scheduled in Perth (22-26 November), Adelaide (6-10 December), Brisbane (14-18 December), Melbourne (26-30 December), and Sydney (3-7 January).
The marketing campaign will prolong its attain to the UK, the place tailored variations of the belongings will debut on 10 January 2025, aligning with the Girls’s Ashes collection. It should additionally run in the course of the Males’s Ashes collection towards England in November 2025, concentrating on cricket fanatics throughout each international locations.
