Tourism Australia’s beloved mascot, Ruby the Roo, has teamed up with the dynamic Australian cricket captain, Pat Cummins, in an exciting new multi-million-dollar campaign that aims to attract a surge of Indian tourists to Australia.
This advertising effort coincides with the highly anticipated Australia-India Test series opener, set to kick off in Perth this Friday, and features breathtaking destinations such as Cape Tribulation in Far North Queensland, the pristine Kangaroo Island in South Australia, the stunning Rottnest Island in Western Australia, and the picturesque Palm Beach in Sydney.
Unveiling the catchy Howzat for a Holiday? campaign, Tourism Australia aims to capture the attention of an impressive 50 million Indian viewers through a series of humorous social media clips and a captivating television commercial. The marketing initiative will further expand its reach with strategically placed billboards, vibrant signage, and print advertisements throughout India.
With a keen eye on India’s burgeoning middle class, Tourism Australia is intent on recovering from the downturn in the Chinese tourist market, which has faced significant challenges due to geopolitical issues and the lasting impacts of the pandemic.
Managing director Phillipa Harrison noted a significant uptick in Indian visitor numbers, already surpassing pre-pandemic levels.
“With a population exceeding 1.4 billion, there is immense potential in the Indian market. We view the upcoming Test series as a pivotal opportunity to promote Australia to an engaged TV audience,” Ms. Harrison remarked.
“The aviation links between India and Australia have never been stronger. The market was one of the first to rebound completely post-pandemic, and forecasts suggest that the number of Indian visitors to Australia will double compared to 2019 figures by the year 2028.”
Australia targeting Indian tourists
The current initiative builds upon Tourism Australia’s impressive $125 million Come and Say G’day global initiative, which was launched in 2022 following the reopening of international borders.
In this latest marketing effort, playful exchanges between Ruby the Roo and Pat Cummins add a humorous touch, with Ruby teasing, “Oi Pat, shouldn’t you be at training?” and Cummins retorting, “Shouldn’t you be on a key ring?”
While the banter is entertaining, the underlying goal of the ads is to create excitement around Australian tourism in the lucrative Indian market.
India is currently Australia’s fastest-recovering international market post-COVID, with an estimated 424,000 Indian visitors projected to arrive by the year’s end, placing India as Australia’s fourth-largest source of tourists, as reported by Tourism Research Australia (TRA).
Last week, a delegation from Tourism Australia, comprising various state and territory tourism organizations, visited New Delhi and Mumbai, successfully forging a new partnership with national carrier Air India to increase flight availability.
International tourist shortfall continues
Freya Higgins-Desbiolles, a senior lecturer in tourism at the University of South Australia, emphasized the importance of India as a vital market for Australia, particularly as the influx of Chinese visitors continues to lag significantly, still sitting at just over half of pre-pandemic numbers.
“The tourism industry has been largely silent on geopolitics; however, tensions have been escalating for quite some time,” Dr. Higgins-Desbiolles remarked.
“There are two significant factors: the pandemic and the ensuing anti-China sentiment, compounded by strategic tensions with the United States, along with Australia’s increasingly strong alignment with US interests.”
“The tourism industry will be closely monitoring geopolitical developments, keeping in mind that ongoing tensions with China are likely to persist, making it wise to diversify the markets we rely on.”
The MCG also has a big role in Tourism Australia’s new campaign. (Supplied: Tourism Australia)
Why cricket is key
Targeting India’s burgeoning population of over 1.4 billion and its expanding middle class through cricket makes perfect sense for Australian tourism authorities.
“We’re both cricket-mad nations, and our citizens frequently travel to attend cricket matches,” she added.
“Cricket holds immense popularity in India and is a matter of national pride, making a marketing campaign centered around this sport and sports tourism highly promising.”
Tourism Australia is using Pat Cummins’s star appeal in the campaign. (Supplied: Tourism Australia)
This is not the first time that Tourism Australia has rallied behind a cricket star to attract Indian travelers. Earlier this month, former cricketer David Warner was featured in a vibrant social media campaign highlighting his top Australian holiday spots.
In 2012, former fast bowler Brett Lee was appointed as an ambassador for Tourism Australia, further showcasing the deep ties between cricket and tourism in Australia.
Australia is gearing up to reclaim the prestigious Border-Gavaskar Trophy for the first time since 2017 when the Test series kicks off this Friday in Perth.
How is Tourism Australia planning to attract more Indian tourists through the ”Howzat for a Holiday?” campaign?
**Interview with Phillipa Harrison, Managing Director of Tourism Australia**
**Interviewer:** Thank you for joining us today, Phillipa. It’s exciting to hear about the new campaign targeting Indian tourists. Can you tell us what sparked the idea behind the “Howzat for a Holiday?” initiative and how it ties into the upcoming Australia-India Test series?
**Phillipa Harrison:** Thank you for having me! The idea for “Howzat for a Holiday?” emerged as a perfect opportunity to leverage the enthusiastic audience brought in by the Test series. With cricket being a massive part of Australian and Indian culture, we wanted to create a lighthearted and engaging way to showcase Australia as a holiday destination. This campaign features our beloved mascot, Ruby the Roo, alongside cricket captain Pat Cummins, adding that touch of humor while highlighting some stunning destinations across Australia.
**Interviewer:** The campaign is aimed at a significant audience in India with an estimated 50 million viewers. Why is India such a crucial market for Australia at this time?
**Phillipa Harrison:** India has become our fastest-recovering market post-COVID and is poised to grow further. With a population of over 1.4 billion, the middle class is expanding, and there’s immense potential for tourism. We’ve already seen visitor numbers surpass pre-pandemic levels, and we expect this trend to continue as we invest in our relationships and enhance our offerings for Indian travelers.
**Interviewer:** Given the challenges in the Chinese market, how important is it to diversify and strengthen ties with countries like India?
**Phillipa Harrison:** It’s crucial. The pandemic and ongoing geopolitical tensions have highlighted the need for diversification. While we value our Chinese visitors, having India as a robust market can help mitigate risks. By cultivating a diverse array of markets, we can create a more resilient tourism industry that can adapt to shifting global circumstances.
**Interviewer:** The campaign also aims to boost aviation links. Can you elaborate on how these links will support tourism growth?
**Phillipa Harrison:** Absolutely. Strengthening aviation links is vital because easier and more frequent flights directly correlate with increased tourism. Recently, delegates from Tourism Australia met with officials from Air India to enhance accessibility. With these expansions in flight availability, we’re making it easier for Indian tourists to choose Australia as their travel destination, which is expected to double visitor numbers by 2028 compared to 2019.
**Interviewer:** how does the playful exchange between Ruby the Roo and Pat Cummins in the commercials contribute to the campaign’s success?
**Phillipa Harrison:** The playful banter adds a relatable and entertaining aspect to our marketing efforts, making it more memorable for viewers. We want to engage our audience not just through visuals of beautiful destinations but also through humor that resonates. This is about capturing hearts as much as it is about capturing interest in Australian tourism.
**Interviewer:** Thank you, Phillipa, for your insights. It seems like this initiative has a lot of potential to rekindle interest in Australia among Indian travelers.
**Phillipa Harrison:** Thank you! We’re excited about the prospects and look forward to welcoming more international tourists to Australia.