As the highly anticipated Australia-India Test cricket series looms, Australia has upped its tourism game, launching the vibrant Howzat for a holiday? campaign to lure Indian travellers Down Under.
Federal Minister for Trade and Tourism Senator Don Farrell sees the campaign as a golden opportunity.
“With tens of millions in India tuning into the Test series, we can showcase why there’s no place like Australia for a holiday.”
Debuting today, the campaign aims to highlight Australia’s stunning destinations and unique experiences to an audience captivated by cricket.
With the first Test set to kick off in Perth on Friday, the campaign will run throughout the series, blending cricketing excitement with Australia’s irresistible charm.
Australian Test captain Pat Cummins stars alongside Tourism Australia’s animated ambassador, Ruby the Kangaroo, in a visually stunning TV ad.
Cummins expressed his excitement about welcoming Indian tourists.
“There’s so much to discover beyond the cricket – from our stunning coastline to our amazing wildlife and world-class dining. We can’t wait to welcome you.”
The commercial traverses iconic spots like the Melbourne Cricket Ground, Cape Tribulation, Rottnest Island, and Kangaroo Island. Adding to the summer vibe, Cummins enjoys a quintessential beach cricket match on Sydney’s Palm Beach.
Tailored for a projected Indian TV audience of 50 million, the campaign extends beyond television to include billboards, print ads, and vibrant signage.
Indian visitor numbers to Australia have surged beyond 2019 levels, with Tourism Research Australia forecasting arrivals to double pre-pandemic figures by 2028.
Tourism Australia’s Managing Director Phillipa Harrison called India’s potential “endless,” noting the Test series as a unique moment to “get on the front foot.”
“The aviation links between India and Australia are stronger than ever, and with Indian travellers already visiting in record numbers, we’re confident this campaign will inspire even more to explore our shores.”
As the cricketing rivalry heats up on the pitch, Australia is ready to knock Indian tourists for six with a campaign that’s as memorable as a Cummins five-wicket haul. The message is clear: after the cricket, an Aussie adventure awaits.
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