Adam Gilchrist Promotes Western Australia in New Campaign Targeting Indian Tourists

Australian cricket legend Adam Gilchrist, alongside his son Harry, is spearheading Tourism Western Australia’s newest campaign “Drive The Dream.”

The campaign aims to attract Indian visitors to Western Australia, encouraging them to explore the attractions and day trips available in and around Perth, the state’s capital. The ad looks to capitalise on the enthusiasm for cricket, using Gilchrist’s iconic status to draw interest from Indian fans, ahead of the upcoming cricket series, The West Test, between Australia and India, set to take place at Optus Stadium in November.

Launching on August 19th in Mumbai and Delhi, the campaign showcases Gilchrist and his son engaging in various adventures, including four-wheel-driving and sandboarding in Lancelin, stargazing at the Pinnacles, wine tasting in the Swan Valley, dolphin cruising in Rockingham, and experiencing the Vertigo walk at Optus Stadium.

These experiences have been documented through videos and photos that will be featured on Indian social media and Cricbuzz, a highly popular cricket app boasting over 50 million users and nearly 400 million monthly visits. Additionally, the campaign will be prominently displayed on billboards in Mumbai and Delhi, promoting tourism packages in collaboration with Indian travel agency Thomas Cook and Skyscanner.

India has emerged as a key tourism market for Western Australia, with 34,000 Indian visitors contributing $128 million to the local economy in the year ending March 2024. This marks a significant rise, making India the state’s seventh-largest tourism market, a leap from the eleventh position in 2019. The growth is attributed to the strong Indian community in WA, which includes around 61,000 residents and approximately 9,600 international students.

The campaign is part of the broader “Drive the Dream” initiative, which started in September 2023 with Perth-born Formula 1 star Daniel Ricciardo exploring Australia’s Coral Coast. The initiative has reached over 136 million people globally. Both campaigns are part of WA’s acclaimed “Walking On A Dream” destination brand, which aims to revitalise the state’s visitor economy.

Tourism Minister Rita Saffioti highlighted the campaign’s significance, stating, “Adam Gilchrist is not only an Australian cricket legend, he’s a national treasure, and we’re thrilled to have him promote his home state to India. Our strong Indian community in WA has contributed to the rising visitor numbers, and we hope this campaign will inspire more Indians to visit, especially during The West Test.”

Western Australia’s tourism sector is thriving, as recent figures from Tourism Australia indicate that the state outperformed all others in visitor spending, with a record $17.9 billion in the year ending March 2024. This campaign represents a strategic move to leverage the profile of a recognised sports star to capture the interest of a new market, enhancing WA’s reputation as a premier travel destination.