Adam Gilchrist promotes Western Australia in India road trips campaign via The Brand Agency
Tourism Western Australia has launched a new road trips campaign via The Brand Agency Perth, featuring Australian cricket legend Adam Gilchrist and his son Harry to drive visitors to Western Australia from India.
Central to the campaign is a short film featuring Adam Gilchrist and his son Harry on day trips from Perth, encouraging visitors to explore the destination further. The campaign includes partner deals offering packages to Perth, featuring tickets to the highly anticipated West Test between Australia and India at Optus Stadium in November, along with accommodation and tourism experiences.
The campaign, which features self-drive day trips tailored for the Indian market, is an iteration of the successful ‘Drive the Dream’ campaign with Perth-born Formula 1 driver Daniel Ricciardo, aligning with the Walking On A Dream global brand.
The new campaign will be prominently advertised in Mumbai and Delhi through various channels, including social media, large format out-of-home billboards, and the popular Indian cricket score app, Cricbuzz, leveraging the strong cricketing ties between India and Australia.
In market partnerships with Thomas Cook from mid-August 2024 to March 2025, and with Skyscanner from September to December 2024, will tactically drive WA visitation and ticket sales. The partnership campaigns will use Adam Gilchrist road trip assets to raise awareness in India and inspire 2025 trip planning, coinciding with the West Test series starting on November 22, 2024.
Tourism WA acting managing director Stephanie Underwood said the campaign encourages Indian travellers to fully immerse themselves in all that Perth and surrounds has to offer: “By showcasing a variety of unique experiences and attractions, we hope to inspire longer and more engaged stays with visitors from the Indian market, which represents huge growth potential for Western Australia.
“Building on our highly successful Walking On A Dream global brand, which has been pivotal in elevating our visitor economy, Drive the Dream with Adam Gilchrist is the latest wave in WA’s ever-growing global presence.”
From four-wheel driving and sandboarding in Lancelin to stargazing in the Pinnacles, the campaign showcases a captivating journey through some of the region’s most otherworldly locations. It also highlights exciting attractions around the Perth and Peel regions, such as the rich flavours of the Swan Valley, a dolphin boat cruise in Rockingham, and the adrenaline rush of Vertigo at Optus Stadium’s Ozone.
India is a fast-growing tourism market for Western Australia. In the year ending March 2024, Western Australia welcomed 34,000 visitors from India, contributing $128 million in expenditure.
The Indian market has swelled from Western Australia’s 11th largest market in 2019 to the 7th largest in 2024, with the fast pace of growth driven by Indian travellers visiting friends and family in Perth and the Peel region.
Western Australia is home to a large Indian diaspora of 61,000 residents, including 9,600 international students.
Client: Tourism WA
A/Managing Director – Steph Underwood
Executive Director Marketing – Melissa Forbes
Director Brand and Creative – Angela Raso
Campaign Services Manager – Shenade Unicomb
Brand and Marketing Officer – Elly Adamson
Producer/Editor – Evan Scott
Agency: The Brand Agency
Business Director – Brendon Lewis
Account Director – Steph Gotch-Martin
Senior Copywriter – Gordan Hayes
Director – Pete Townsend
DOP – David Le May
Camera Assist/Data – David Attwell
Drone Pilot – Ashley Charlton
Sound Recordist – Ashley Charlton
Stills Photographer – Mason Truong
Senior Producer – Courtney Reid
Offline Editor – Julian Solecio
Online Editor – Mason Truong
Retoucher – Nicola Commons
Head of Design – Dan Agostino
Design – Corey Battersby
Sound Design (Cue Sound) – Shaun Sandosham
Casting (Toesox Productions) – Megan Carpenter
Media: Initiative
Client Advice & Comms Design Director – Molly Trumble
Investment Manager – Yamila Cano
Investment Executive – Danielle Miaris
Investment Associate – Naomi Cauchi
Associate Activation Director (Kinesso) – Agostina Scagliotti
Talent – Adam Gilchrist, Harry Gilchrist
