Thursday, November 21, 2024 Tourism Australia has unveiled a special edition of its Come and Say G’day campaign, featuring Australian Test cricket captain Pat Cummins . This initiative is timed to coincide with the highly anticipated five-Test series between Australia and India, set to begin in Perth on Friday, 22 November . The campaign is designed to capture the attention of millions of cricket fans across India.
With an estimated 50 million Indian cricket enthusiasts expected to tune in, Cummins stars alongside Tourism Australia’s brand ambassador, Ruby the Kangaroo , in a series of engaging advertisements titled Howzat for a Holiday? . These spots aim to highlight Australia’s world-class tourism experiences, showcasing its iconic destinations beyond the cricket stadiums. The campaign includes a variety of video content in 30, 15, and 6-second formats , complemented by out-of-home creative assets and digital activations.
The advertisements will run throughout the series in India, reinforcing Australia’s appeal as a travel destination. Tourism Australia has further plans to localize the campaign for other cricket-loving nations, including the UK, where it will air during the Women’s Ashes series in January 2025 and the Men’s Ashes series in November 2025 . To build momentum, David Warner , the recently retired Australian cricketer, also starred in a separate content series released last week in India.
This series showcases Warner’s favorite Australian holiday .
