WA’s tourism brand will be bolstered in the lucrative Indian market by popular former Australian wicket-keeper Adam Gilchrist, ahead of this year’s West Test against the powerhouse cricketing nation.
The campaign, being launched in India next week, features Gilchrist and his son Harry visiting attractions on the edges of Perth, including sandboarding in Lancelin, and a rooftop tour of Optus Stadium.
Ads targeting Indian visitors will come ahead of this summer’s West 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, jumping into the seventh largest pool of visitors, with surging demand driven by the State’s large Indian community.
![Australian cricket legend Adam Gilchrist and his son Harry are the faces of a new campaign promoting day trips from Perth to the lucrative Indian tourism market.](https://timesofsydney.com/wp-content/uploads/2024/08/e3f755b4c472fefc4d0334eb0bb0faa1913d26b4.jpg)
![The campaign, being launched in India next week, features Gilchrist and his son Harry visiting attractions on the edges of Perth.](https://timesofsydney.com/wp-content/uploads/2024/08/5b9b76b2678308fee2e7446e84de2d2566d52031.jpg)
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.
![Pictures of Premier Roger Cook and Tourism Minister Rita Saffioti will celebrate the first direct flight from Perth to Paris with Frederic Flipo, Honorary Consul of France, pictured in Nedlands, Perth.](https://timesofsydney.com/wp-content/uploads/2024/08/84c1d216d1c991871098a58d5a4b15239ba95c23.jpg)
“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 On A Dream” adverts come fresh off the back of the campaign showcasing Daniel Riccardo’s exploration of the Coral Coast — which has reached more than 136 million people.