SA launches Indian campaign for Cricket World Cup
The first of three new films by the South Australian Tourism Commission aimed at encouraging travellers to visit Adelaide during the Cricket World Cup has premiered in New Delhi.
The film, starring Indian cricketer Ajay Jadeja, works to inspire Indians to jump on a plane and head over to South Australia for the opening game of the ICC Cricket World Cup, and possibly stay a little longer.
The first film depicts South Australia through the eyes of Ajay Jadeja and his son on their recent visit, and features key attractions in Adelaide, the Barossa, Kangaroo Island and the Adelaide Hills.
Set to a soulful, earthy track composed by renowned Bollywood music composers Siddharth and Sangeet Haldipur, the rendition and lyrics align with other popular music genres in India.
The opening match between arch-rivals India and Pakistan will kick off in Adelaide on February 15, 2015, with South Australian Premier John Rau in India this week for a trade mission and to welcome the launch of the film.
“The India versus Pakistan game is a real drawcard for Adelaide and will reach an anticipated global television audience of over one billion people,” he said.
“The Cricket World Cup provides a great tourism opportunity in the key market of India and the rest of the subcontinent.
“The film aims to uncover the real South Australia. We wanted to capture the experiences of real people and this film does that in a creative way.”
The films were imagined and commissioned by the South Australian Tourism Commission as part of its India Strategy 2020, with director Deepti Chawla saying the aim was to create a vision Indian visitors could relate to.
“India is an important market for South Australia and these films are aimed at creating awareness and appeal for the State,” Rau added.
“There is huge potential to showcase our state through the online medium and these films are designed to tap into that potential.”
The films will be supported by a digital strategy in India to ensure they have as wide a reach as possible, with support also coming from a domestic media and communications strategy aimed at the Visiting Friends and Relatives (VFR) segment, and Indians in other Australian states and overseas.
Comscore data released in 2013 shows the total online video audience in India has grown 74% to 54 million unique video viewers in India per month.
YouTube was ranked as the top online video website in March 2013 with 31.5 million unique viewers per month, and it is this market the film hopes to tap into when encouraging Indian visitors to South Australia.
Check out the film here.
http://www.youtube.com/watch?v=L9JgDUiEyOk
Email the Travel Weekly team at traveldesk@travelweekly.com.au
adelaide ajay jadeja campaign cricket world cup indiaLatest News
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