TBM Staff - Mumbai
Former Australian cricketer Adam Gilchrist and his son Harry are the faces of a new campaign aimed at promoting day road trips from Perth to the growing Indian tourism market. The campaign showcases the former cricketer and his son exploring various attractions around Perth’s outskirts. Their adventures included four-wheel-driving and sandboarding in Lancelin, stargazing at the Pinnacles, visiting wineries in the Swan Valley, enjoying a dolphin boat cruise in Rockingham, and experiencing the thrilling Vertigo rooftop at Optus Stadium.
These experiences have been captured in videos and photos, specifically tailored for Indian social media platforms and Cricbuzz, a leading cricket news app with over 50 million users and nearly 400 million monthly visits. The campaign will also be prominently featured on billboards in Mumbai and Delhi, directing prospective Indian tourists to accommodation, tourism experiences, and partner deals with Indian travel agencies like Thomas Cook and Skyscanner, which will offer exclusive packages to Perth.
The timing of this campaign aligns perfectly with the highly anticipated West Test cricket match between Australia and India at Optus Stadium on November 22, 2024. This will be the first meeting of the two nations since the World Test Championship Final in June 2023, making it a significant event for cricket fans. India has become a priority market for Western Australia, with 34,000 visitors spending USD 128 million in the year ending March 2024. The rapid growth in Indian visitors, now Western Australia’s seventh-largest market, is driven by the large Indian community in the region, including around 9,600 international students.
This India-specific campaign is part of the broader “Drive the Dream” global road trips initiative, launched in September 2023, which also features Perth-born Formula 1 star Daniel Ricciardo exploring Australia’s Coral Coast. Both versions of the campaign align with Western Australia’s acclaimed “Walking On A Dream” destination brand. These efforts, along with recent figures showing Western Australia leading in visitor spending across the country, are vital in revitalising the state’s tourism industry and positioning it as a top destination for global travellers.
