Adam Gilchrist to star in new WA tourism ads for lucrative Indian market

WA’s tourism will be bolstered in the lucrative Indian market by former Australian wicket-keeper Adam Gilchrist, ahead of this year’s West Test against the cricket powerhouse. The campaign, being launched in India next week, features Gilchrist and his son Harry taking part activities including sandboarding in Lancelin and a rooftop tour of Optus Stadium. Ads targeting Indian visitors will come ahead of this summer’s Perth Test, where Australia will take on India in November — the opening match of the summer’s five-test series. In videos for Indian social media Gilchrist and his son stargaze at the Pinnacles, visit wineries in the Swan Valley, and take a dolphin boat cruise in Rockingham. The campaign will also feature on large billboards in Mumbai and Delhi, directing locals to accommodation, tourism experiences and deals with Indian travel agency Thomas Cook and Skyscanner which will offer packages to Perth. Indian tourism has become a booming market for WA with the country providing the 7th largest source of visitors. The surging demand has been driven by the State’s large Indian community. Tourism Minister Rita Saffioti said Gilchrist’s appearance in the campaign as a household name in India was an exciting way to grow WA’s tourism brand. “Adam Gilchrist is not only an Australian cricket legend, he’s a national treasure and we’re so excited to have him as part of this campaign promoting his home state to India,” she said. “India is certainly a priority tourism market for us, and our strong and proud Indian community in WA has no doubt had a big influence on the fast-increasing visitor numbers, with people coming to visit family and friends in WA. “We’re hoping this campaign will encourage those people in India to come out to WA to visit relatives or grab some mates and book their tickets to The West Test in November, and then go on to enjoy the easily accessible day trips Adam and his son Harry enjoyed. “This campaign, along with other iterations of Drive the Dream with Daniel Ricciardo and our overarching Walking On A Dream brand, play a really important role in revitalising our visitor economy and putting WA on the map as a sought-after tourism destination.” The new Driving The Dream adverts come fresh off the back of the campaign showcasing Formula One driver’s exploration of the Coral Coast, which has reached more than 136 million people.