Tourism Australia to pump in over $9M in India-focused T20 World Cup campaign
The entire campaign will run across three stages: awareness, consideration & booking, and is intended to drive visitation to Australia during 2020 and beyond
As the host nation of the ICC T20 Women and Men’s World Cup in 2020, Australia has unveiled its India-focused World Cup campaign to attract Indian visitors for the next major global cricket event and will be investing over $9 million dollars on the same.
Brent Anderson, Regional General Manager, South and SEA, Tourism Australia told exchange4media, "Including the entire conceptualising of the campaign and the traditional media budget, we should be spending over $9 million on the campaign. If you look at Tourism Australia and how we work, it is the first time that we have launched a campaign from concept to launch in just 100 days," said Anderson.
According to him, the touch-points for the activation are focused on the high-value traveller. “These are not demo-graphic but psycho-graphic basis. With digital, it is a lot easy to target them,” he revealed.
The campaign is dominated by digital but will be complemented with Print and TV as well. Mobile is another focus area. “How much cricket is consumed on mobile is huge,” Anderson pointed out.
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.
The new television and digital commercial has been produced by Infinity Squared Pvt. Ltd. as part of the campaign that features voiceovers from renowned Indian cricket commentator and Friend of Australia ambassador Harsha Bhogle; Indian singer, actress and anchor Shibani Dandekar; and Australian former cricketer Brett Lee. The trio is heard commentating on what seems at first to be a cricket match but is, in fact, a beautiful showcase of Australia, with the footage taking the viewer on a journey to some of our country’s most iconic destinations.
Anderson observed, “Anything with cricket gets attention in India. The aspect that came through watching our team in India was there is a common language. When it came to cricket terminology, everyone got it right away.”
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. A mix of search, display, video, social, native, programmatic and content will be a part of the digital campaign. Content partnerships with broadcast and OTT platforms will also be leveraged as part of the campaign to showcase the destination through iconic cricketers from both countries like India’s Mithali Raj and Australia’s Brett Lee.
The campaign will be amplified during the Australia tour of India in 2020 and the Australian Open 2020, as well as through public relations and international media hosting programs that will see influencers from different fields have a first-hand experience of the game and beyond.
In terms of market challenges, Anderson said that with the Indian market, there isn’t any demand issue but instead a supply issue. “And if you look at the growth, when you are getting double-digit growth for six consecutive years, trying to plan resources from an immigration department point-of-view is really tough which we are working on solving,” Anderson explained.
To him, storytelling really provides depth. “Our job is actually telling stories and creating an emotional connect with the consumer by really understanding what would be appealing to our local audience,” he said. Anderson added, “Things are moving so fast. I don’t think if we had said we were spending on digital five years ago as we are today, India would have moved so fast but it is. Consumers are getting used to booking online. So we will invest in areas where the consumer is.”
The women’s tournament will kick off on Friday 21 February when Australia take on India at Sydney Showground Stadium, with the final to be held on Sunday 8 March – International Women’s Day – at the Melbourne Cricket Ground. The women’s tournament presents an unparalleled opportunity to raise the profile of women’s sport as endorsed by ICC’s vision to set a new world record for the highest attendance at a women’s sporting fixture at the finals of the T20 World Cup on Sunday 8 March 2020, International Women’s Day.
The men’s tournament will run from 18 October to 15 November 2020, with the 45 matches expected to be broadcast to two billion people.
The two tournaments will be contested across eight host cities: Adelaide, Brisbane, Canberra, Geelong, Hobart, Melbourne, Perth and Sydney.
India is currently the fastest-growing inbound market for Tourism Australia with five consecutive years of double-digit growth. The 2020 arrivals goal of 300,000 Indian visitors was achieved in December 2017, three years ahead of the target date.
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