Tourism Australia is employing celebrities and a video advertisement as part of a AUD$5m ($3.4m/€3m) campaign to promote the country to Indian tourists during the upcoming men’s and women’s ICC T20 Cricket World Cups.
The men’s tournament takes place in Australia from October 18 to November 15, and the women’s tournament from February 21 to March 8.
The campaign video will feature Indian cricket commentator and Tourism Australia ambassador Harsha Bhogle; Indian singer, actress and television anchor Shibani Dandekar; and former Australia national team cricketer Brett Lee. It will underline Australia’s attractions in food and drink, nature and wildlife, and aquatic and coastal experiences, and tie these to India’s best-loved sport, cricket.
TA says the campaign is aimed at driving Indian tourism to Australia in 2020 and beyond. India is currently the fastest-growing market for Australian tourism, with five consecutive years of double-digit growth. A target of 300,000 Indian visitors initially set for 2020 was achieved early, in 2017.
The video campaign was created by Indian advertising agency Scarecrow M&C Saatchi, which became part of global advertising firm M&C Saatchi last year. M&C Saatchi has a global deal to represent Tourism Australia, led by the company’s Sydney office.