A multi-million dollar tourism campaign will use cricket to try and bring more visitors to Australia from India.
Australian cricket captain Pat Cummins will appear alongside Tourism Australia's mascot Ruby the Roo in the campaign, titled “Howzat for a Holiday?”.
It features a series of social media videos and television commercials, and is expected to reach 50 million Indian viewers.
The campaign will also include billboards and print advertisements across India.
Tourism Australia is aiming to target potential visitors from India’s middle class by utilising a mutual love of cricket.
The managing director of Tourism Australia, Phillipa Harrison, said Indian tourism levels had already exceeded pre-pandemic numbers.
Building on this, last week a Tourism Australia delegation travelled to New Delhi and Mumbai to sign a new partnership with national carrier Air India to schedule more flights.
This campaign effort comes in the wake of a reduction in Chinese tourists, as their market struggles with geopolitical tensions and the pandemic.