Mumbai: Australian Test cricket captain Pat Cummins stars in the latest installment of Tourism Australia’s Come and Say G’day campaign, aimed at captivating Indian cricket fans during the highly anticipated five-Test series between Australia and India. Featuring brand ambassador Ruby the Kangaroo, the campaign invites millions of Indian viewers to explore Australia’s breathtaking tourism experiences beyond the stadiums.
Titled ‘Howzat for a holiday?’, the campaign will air during match intervals on Indian TV screens, showcasing Australia’s iconic destinations and unique adventures. With 50 million cricket fans expected to tune in, Tourism Australia leverages this opportunity to inspire travelers to experience the wonders of the land Down Under.
Tourism Australia managing director Phillipa Harrison highlighted the significance of this campaign, "India is a key market for Australian tourism, and with arrivals from the country on the rise, the Test series is the perfect platform to promote Australia as a holiday destination to a captive audience. While we have their attention firmly on cricket, this is an unmissable chance to encourage travelers to Come and Say G’day and discover what Australia has to offer.”
The campaign features 30, 15, and six second advertisements, as well as digital and out-of-home creatives. The content will also roll out in the UK next year, coinciding with the Women’s Ashes in January 2025 and the Men’s Ashes in November 2025.
Tourism Australia chief marketing officer Susan Coghill praised the campaign’s versatility, "’Howzat for a holiday?’ proves the adaptability of Ruby the Kangaroo as a brand ambassador, alongside Pat Cummins. Ruby has been central to all our campaigns, from the FIFA Women’s World Cup to this cricket-focused push. We’re thrilled to showcase a uniquely Australian experience to Indian audiences with this campaign."
Key Campaign Highlights:
● Howzat for a holiday? leverages cricket’s massive viewership in India.
● Content series featuring retired cricketer David Warner promotes his favorite Australian destinations.
● A four-part social media campaign and celebrity engagements with Bollywood talent spotlight Australia’s allure.
● Creative assets localized for the UK market in time for the Ashes.
Pat Cummins expressed enthusiasm about his role as a Tourism Australia Friends of Australia advocate:
"Sports bring people together, and this campaign highlights how cricket and tourism can connect cultures. I’m excited to show Indian fans the incredible beauty and adventures waiting in Australia."
Test Series Schedule:
● Perth: 22–26 November 2024
● Adelaide: 6–10 December 2024
● Brisbane: 14–18 December 2024
● Melbourne: 26–30 December 2024
● Sydney: 3–7 January 2025
