Australia Launches Tourism Campaign Inviting Indian Fans To WT20 2020

The Australian tourism board has called Indian cricket fans to ‘Experience the game and beyond’

While the top nations are gearing up for the upcoming T20I World Cup in Australia next year, the host nation is putting have come up with an exclusive tourism campaign focusing on Indian visitors. The Australian tourism board has called Indian cricket fans to ‘Experience the game and beyond’. Conceptualised by Scarecrow M&C Saatchi, the core idea of the campaign is to draw synergies between India's most loved sport and signature Australian experiences that define the legendary ‘Australian way of life’, which includes food and drink, nature and wildlife, and aquatic and coastal experiences. Also, a new commercial for television and digital platform has been produced by Infinity Squared Pvt. Ltd. as part of the campaign that features voiceovers from renowned Indian cricket commentator Harsha Bhogle; Indian singer, actress and anchor Shibani Dandekar; and former Australian bowling great Brett Lee. The entire campaign will run across three stages, namely, Awareness, Consideration and Booking, that is eventually intended to drive visitation to Australia during 2020 and beyond. Minister for Tourism, Simon Birmingham recently announced additional funding of 5 million Australian dollars for Tourism Australia to promote the upcoming ICC T20 Cricket World Cup to fans in India, with the aim of driving visitation to both the women's and men's tournaments as well as increasing Australia's broader destination appeal in India. The men's tournament will run from October 18 to November 15 while the women's edition is scheduled to be held between 21 February and 8 March 2020. The matches will be contested across eight host cities; Adelaide, Brisbane, Canberra, Geelong, Hobart, Melbourne, Perth and Sydney. Following the phenomenal success of the ICC Cricket World Cup 2015, which was co-hosted by Australia and saw approximately 100,000 international visitors, this campaign is aimed at attracting a record number of visitors for the twin World Cups.