Australian Test cricket captain Pat Cummins has joined forces with Tourism Australia to promote the country’s tourism offerings to Indian cricket fans. The collaboration, part of Tourism Australia’s “Come and Say G’day” campaign, will feature Cummins and Tourism Australia’s brand ambassador, Ruby the Kangaroo, in a series of advertisements airing throughout India during the upcoming five-Test series between Australia and India, starting November 22 in Perth.
The campaign aims to capitalize on the significant viewership expected during the series, with up to 50 million Indian fans anticipated to tune in. The advertisements, featuring Cummins and Ruby, will showcase Australia’s diverse tourism experiences and destinations, encouraging Indian travelers to consider Australia for their next holiday. The campaign includes 30, 15, and 6-second videos, Out of Home creative, and digital advertisements.
“With a population of more than 1.4 billion people and more Indians looking to travel the potential in the Indian market is endless and we see the upcoming Test series as our chance to get on the front foot and promote our country to a captive TV audience,” said Phillipa Harrison, Managing Director of Tourism Australia. “The Test series will attract enormous TV audiences of up to 50 million across India and tens of millions of those are high yielding travellers who are in the market for an international holiday.”
The campaign, targeting high-yielding travelers, builds upon the success of Tourism Australia’s global “Come and Say G’day” campaign launched in 2022. The creative, developed in partnership with Cummins and Tourism Australia’s new creative agency, Accenture Song, features Ruby the Kangaroo, voiced by Australian actress Rose Byrne.
“Howzat for a holiday? proves the versatility of our brand ambassador Ruby the Kangaroo, who is once again voiced by the wonderful Rose Byrne,” said Susan Coghill, Chief Marketing Officer of Tourism Australia. “Ruby was at the centre of our global campaign when it launched two years ago and since then she has been central to all of our work.”
The campaign in India will be supported by a range of activities, including a social media content series featuring retired Australian cricketer David Warner and a visit to Australia by a group of Bollywood celebrities. The campaign will also be adapted for the UK market during the Women’s and Men’s Ashes series in 2025.