In 2020, Australia hosted two major sporting events, the Women’s and Men’s ICC T20 Cricket World Cup. While the on-field action was electrifying, the off-field excitement was just as remarkable.
To capitalise on this, Tourism Australia approached us for a campaign. Our team launched a campaign, which aimed at attracting more Indian travellers to Australia for the Women’s T20 World Cup. The campaign creatively combined cricket and tourism, featuring the iconic voice of Indian cricket commentator Harsha Bhogle. His narration was juxtaposed with breathtaking visuals of Australia’s top travel destinations, seamlessly blending the love for cricket with the country’s stunning landscapes and experiences.
The campaign struck a chord with cricket fans and travellers alike, generating significant buzz on social media. It even caught the attention of Australian Prime Minister Scott Morrison and India’s Prime Minister’s Office (PMO), earning a special mention on Twitter.
By leveraging cricket’s immense popularity in India, Tourism Australia successfully positioned the country as a dream destination for Indian travellers. The initiative not only promoted the Women’s T20 World Cup but also highlighted Australia’s vibrant tourism scene, making it a win-win for both sports and travel enthusiasts.