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ICC T20 Cricket World Cup

We launched a campaign in India in October 2019 to promote the ICC T20 World Cup to Indian cricket fans to ‘Experience the game and beyond’. The campaign concept drew synergies between India’s most loved sport and signature Australian experiences including food and drink, nature and wildlife, and aquatic and coastal experiences. A television commercial was produced featuring voiceovers from Indian cricket commentator Harsha Bhogle, Indian singer, actress and anchor Shibani Dandekar and former Australian cricketer Brett Lee. The trio were heard commentating on what seemed at first to be a cricket match but was actually a showcase of some of our country’s most iconic destinations. The campaign was amplified on a mix of television and digital media including search, display, video, social, native, programmatic and content.

The campaign video generated over 17.5 million views (target: 15 million) on digital platforms. A highlight was its sharing by the Hon Scott Morrison MP, Prime Minister of Australia and Narendra Modi, Prime Minister of India, on their respective twitter handles during an exchange about the ICC T20 World Cup. They have a combined following of more than 55 million people.

To raise awareness and drive visitation for the ICC Women’s T20 World Cup, Tourism Australia launched a PR campaign #LedByWomen at the ‘100 days to go’ mark. The activation collected support from Friends of Australia and advocates, agency partners Department of Home Affairs and Department of Foreign Affairs and Trade and the tourism industries in Australia and India. The campaign exceeded targets, with equivalent advertising value of $11.9 million (target: $4 million), 1.7 million unique visitors to the campaign page on australia.com (112 per cent of the target), and almost 25,000 partner leads to the ICC’s official travel agents’ websites that featured match packages. During the campaign period, Australia maintained its key purchase funnel rankings for desirability (#2), fashionability (#3) and intention to travel (#1) and moved up one rank to #1 in the consideration to visit metric. [1]

The ICC T20 Women’s World Cup campaign not only helped us achieve record attendance and viewership for the events, but also raised the profile of women’s sports globally. Indian arrivals to Australia also achieved a new milestone with India crossing 400,000 visitors for the year ending February 2020.

Prior to COVID-19, planning was in place to promote visitation to attend the ICC T20 Men’s World Cup as well as viewership of the event across television and digital platforms; to organise advocacy initiatives featuring cricketing legends and influencers; to run a content partnership with the television broadcaster of the tournament; and to bring key media to Australia via our International Media Hosting Program. These initiatives were paused with the closure of international borders.

[1]Tourism Australia, Quarterly Brand Tracker - Consumer Demand Project (April 2020).

ICC T20 Cricket World Cup Campaign results

KPI

TARGET

RESULT

Video views

15 million

17.5 million

Unique Visitors to australia.com

1.5 million

1.7 million

Leads

30,000

25,000[1]

EVA

$4 million

$11.9 million

[1] Achieved 83% of the target as all campaigns were paused in March 2020, due to COVID-19.