Adam Gilchrist promotes Western Australia in road trips campaign targetting Indian market

With ‘Drive the Dream’, cricketing legend promotes day trips from his hometown Perth
2024-08-19
/
/ New Delhi
Adam Gilchrist_Drive the dream campaign
Adam Gilchrist promotes Western Australia in road trips campaign targetting Indian market

Adam Gilchrist and his son Harry admiring the 'Pinnacles' near Perth

Australian cricketing legend Adam Gilchrist stars in a new campaign unveiled by Western Australia showcasing day trips from Perth, capital of the State and his home town. The campaign targets Indian market and focusses on the upcoming tour of Indian cricketing team to Australia for the Border-Gavaskar Trophy.
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Australian cricket legend, wicket-keeper and batsman Adam Gilchrist and his son Harry are the faces of a new campaign, launched by Western Australia, promoting day trips from Perth to the lucrative Indian tourism market.

In a press statement, Tourism Western Australia says that the campaign is set to encourage Indian visitors to explore the State’s capital and surrounding areas and that it follows record visitor spend of nearly AUD 18 billion (USD 12 billion) in WA by travellers.

The statement adds that in the video, Gilchrist, accompanied by his son Harry, explore a range of attractions in and around the outskirts of Perth. The promotional video has been launched in Mumbai and Delhi from August 19.

On the trips, the pair experienced four-wheel-driving and sandboarding in Lancelin, went stargazing in the Pinnacles, visited wineries in the Swan Valley, enjoyed a dolphin boat cruise in Rockingham and completed the thrilling Vertigo experience at Optus Stadium, where India will take on arch-rivals Australia on November 22 for the first Test of the upcoming Border-Gavaskar Trophy.

The press statement adds that the adventures experienced by Gilchrist and his son have been compiled into videos and photos for Indian social media and Cricbuzz, one of the most popular mobile apps for cricket news and scores with over 50 million users and monthly traffic of nearly 400 million.

Tourism Western Australia says that the campaign will also feature on large billboards in Mumbai and Delhi, and direct people to accommodation, tourism experiences and partner deals with Indian travel agency Thomas Cook and Skyscanner which will offer packages to Perth.

It adds that India is a priority tourism market for Western Australia with a total of 34,000 visitors arriving in WA and spending AUD 128 million in year ending March 2024. India has leapt to become Western Australia’s seventh largest market from 11th largest in 2019, with the accelerated growth indicating surging demand from Indian visitors, driven by a large Indian community in WA of approximately 61,000 residents, including around 9,600 international students.

The tourism promotion body says that the new India campaign is a market-specific iteration of the successful global road trips campaign Drive the Dream, which launched in September 2023 and features Perth-born Formula 1 star Daniel Ricciardo exploring Australia’s Coral Coast with his best mate. This campaign has reached over 136 million people.

It adds that both iterations of the Drive the Dream campaign align with the State’s destination brand, Walking On A Dream. The campaign follows the recent release of figures from Tourism Australia, which showed WA outperformed all other Australian States in total visitor spend compared to 2019, with a record AUD 17.9 billion spend by travellers in the year ending March 2024.

Rita Saffioti

Rita Saffioti

“Adam Gilchrist is not only an Australian cricket legend, he is a national treasure and we are so excited to have him as part of this campaign promoting his home state to India, particularly given he is a household name over there as well. India is certainly a priority tourism market for us, and our strong and proud Indian community in WA has no doubt had a big influence on the fast-increasing visitor numbers, with people coming to visit family and friends in WA,’’ says Rita Saffioti, Tourism Minister, Western Australia.

“We are hoping this campaign will encourage those people in India to come out to WA to visit relatives or grab some mates and book their tickets to ‘The West Test’ in November, and then go on to enjoy the easily accessible day trips Adam and his son Harry enjoyed,’’ Saffioti adds.

“This campaign, along with other iterations of Drive the Dream with Daniel Ricciardo and our overarching Walking On A Dream brand, play a really important role in revitalising our visitor economy and putting WA on the map as a sought-after tourism destination,’’ she says.

“It was a privilege to partner with Tourism WA and showcase this great State and how accessible some of the beautiful experiences are just out of Perth. I hope the people in India see ‘Drive the Dream’ journey and not only want to come and join the cricket festivities but learn more about our city and Western Australia while they are here. Perth is the gateway to South Asia, it makes so much sense to come into Australia via Perth and have an experience of lifetime,” says Gilchrist.

“Whether you go up in the north and experience the desert in the Pinnacles and enjoy a relaxed evening and stargaze at night, or head inland into the east, into the Swan Valley and savour the food and wine regions. Go on a cruise in the south and swim with the wild dolphins or walk around the roof of Optus stadium and look back to the beautiful skyline across Perth city. The State has so many different experiences,” he adds.

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