The Campaign

For Indians, Australia is a distant land known for Cricket, Kangaroos and adventure sports. It usually is a dream destination that is put off in favor of some other destinations. Our objective was to bring Australia in the consideration set of travelers planning an international holiday.Thanks to the Men in Blue and the world war of Cricket,we got an opportunity to make our dream holiday become a reality! Cricket as we all know is a shared passion between India and Australia. And 2015 was a dream cricket year for cricket lovers in both countries. Cricket World Cup 2015, the year's highlight was being hosted by Australia. We used influential names in the field of cricket commentary Harsha Bhogle & Gautam Bhimani to tell the audiences how Australia is an interesting destination even beyond the cricket field. This led to impressive growth of over 33% in arrivals in the campaign period.

Success of the Campaign

• Over 33% growth in Citizen Arrivals • 8,000 people travelled to Australia for the World Cup 2015 • INR 198 Crs contribution to Australian economy Bookings to Australia • 112% growth on yatra.com • 50% Growth on Singapore Airlines Earned Advertising Value • INR 6.3 Crs from the Star network episodes • INR 12Crs from all print activities Digital Views • Star Sports Videos - 709,000 • Harsha Bhogle's videos - 653,000

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

TV: A travelogue campaign designed with Star Sports, featuring popular sports presenter Gautam Bhimani who explored best of Australia experiences. 26 x two minute 'Wonders down under" segments aired during the studio shows during the Border Gavaskar Series and the ODI Series.2 episodes titled 'Australia Diaries' aired over 180 times on Star Sports Print: Top consumer publications including Times of India, DNA, Mid-Day, Telegraph etc were hosted to Australia to experience the destination and feature articles on leisure experiences that can be undertaken on the side-lines of the sports action by the cricket enthusiasts travelling to Australia. 2 Advertorial each written by Harsha & Gautam,chronicling their experience in Australia, in HT & TOI Digital: Collaborated with Harsha Bhogle to advocate Australian holidays to his social media followers. A series of 16 promotional videos created involving Harsha experiencing an exclusively tailored itinerary in Australia,reaching out to 2.35 MN followers on Twitter

Business Objective: Potential for India to be worth $1.9-2.3bn and 50 million outbound travelers by 2020 Marketing Objective:To bring Australia in the consideration set of travelers planning an international holiday Communication goal:Using cricket as leverage to hand hold consumers to gravitate them to Australia Consumer Insight: Cricket matches always call for a family and friends getting together and watching it together. IDEA: To extend that get together to Australia where you can do many more things together. Watching cricket plus things of everyone’s choice Content showcasing experiences in Australia hosted by two very eminent personalities from the world of cricket commentary- Harsha Bhogle & Gautam Bhimani was created. And was embedded in two major channels, Star sports on TV & YouTube on Digital The content depicted to the audiences how Australia is an interesting destination even beyond the cricket field, having something for everyone in the family.