VJ
Vaishakh Jhunjhunwala
TOURISM AUSTRALIA
A tourism campaign that generated organic conversations among thousands, including the Prime Ministers of India and Australia.
When Australia wanted to invite Indians for the world cup, it wanted them to stay beyond the tournament duration and explore Australia as a holiday destination too.
So I did not create your typical tourism campaign, instead I spoke to Indians in a language they are most excited by: The language of cricket. And that’s how the campaign “Experience the game and beyond” was born.
The campaign had an organic reach of $8 Million and was discussed by the Prime Ministers of India and Australia too creating a conversation piece like no other.
Even the digital banners we created blended the language of cricket with the visuals of Australia generating a 4X click rate than the average tourism campaigns.
