Tourism Australia has rolled out a new film as a part of their ‘Come and Say G’day’ campaign.

Featuring Australian cricketer Pat Cummins, the film titled ‘Howzat for a Holiday?’, showcases the tourism destination and experiences that the country has to offer, apart from its stadiums.

What we think about it: The film highlights how the country has much more to offer than just cricket. In a short and focused narrative, the film's storytelling is likely to resonate with the audience. 

Phillipa Harrison, managing director, Tourism Australia, said, “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. 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. While we have their attention firmly on Australia for the cricket this is an unmissable chance to encourage those travellers to visit Australia and see what we have to offer as a holiday destination."

She added, “The aviation links between India and Australia have never been stronger, the market was one of the first to fully recover after the pandemic and, according to forecasts, the number of Indians travelling to Australia will double 2019 levels by 2028. It will be a tough Test series for India on the field, but we are confident Indian travellers will still want to Come and Say G’day.”

Susan Coghill, chief marketing officer, Tourism Australia, said, “Howzat for a holiday? proves the versatility of our brand ambassador Ruby the Kangaroo, who is once again voiced by the wonderful Rose Byrne. 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 including a campaign for the FIFA Women’s World Cup and now cricket. We are so pleased to have been able to work with the Australian Test cricket captain Pat Cummins, Rose Byrne and also our new creative agency, Accenture Song, who have helped to create a uniquely Australian campaign that will resonate with audiences in India.”

“This new creative is part of a whole range of activity around the Summer of Cricket. Ahead of the Test series we launched a four-part social media content series with David Warner, we followed that with the launch of Howzat for a holiday? and we will also be hosting a group of Bollywood talent here in Australia. All of this activity will run in India throughout the series to showcase Australia as a holiday destination. This is now a proven formula and it is one we will execute once again with a push into England with localised creative during the Women’s and Men’s Ashes here in Australia next year,” added Coghill.