The India leg of Tourism Australia’s $10-
million global campaign will be rolled out next
week. The campaign has been built on the
insight that ‘food and wine’ is a key factor in
holiday decision making and the most
important emotive trigger, ahead of beauty,
influencing people’s destination choice.
Speaking with Campaign India , Nishant
Kashikar, country manager, India and Gulf,
Tourism Australia, explained the India roll out.
He said, “The campaign will be an integrated
one. We will be across television, print,
magazines, digital, OOH. We have airline
partners, partnerships with travel agents and
travel portals as well (which we will leverage).”
Kashikar informed that while the three-minute
film will be rolled out on D2H platform Tata
Sky, in cinemas and on digital media, edits (60,
40, 30, 20 and 15-seconders) will be rolled out
on 25 to 30 TV channels.
He added, “The campaign will be rolled out in
two phases – now until November, and then in
January to March when the ICC Cricket World
Cup takes place.”
According to Kashikar, the World Cup will add
to the ‘best year in terms of numbers’ with
plenty of enquiries and estimates of about
5,000 to 6000 travellers from India (already),
through official travel agents.
“That’s a minimum number we see through the
four official travel agents who have rights to
travel packages. You never know, it may
increase. Traditionally, December is the peak
travel month for outbound traffic from India
to Australia. Also, December, January and
February is the wedding season and Australia is
an attractive honeymoon destination, so you’ll
see couples wanting to also see games at
grounds like the SCG (Sydney Cricket Ground)
and MCG (Melbourne Cricket Ground). It also
helps that the Indian team will be based in
Australia from end-November to March. India
participate in a four-match Test series, then
the tri-series (with Australia and England),
before the World Cup,” said Kashikar.
(More in the issue of Campaign India dated 22
August 2014.) http://www.campaignindia.in/Article/389889,8216restaurant-australia8217-to-be-rolled-out-in-india-next-week.aspx
million global campaign will be rolled out next
week. The campaign has been built on the
insight that ‘food and wine’ is a key factor in
holiday decision making and the most
important emotive trigger, ahead of beauty,
influencing people’s destination choice.
Speaking with Campaign India , Nishant
Kashikar, country manager, India and Gulf,
Tourism Australia, explained the India roll out.
He said, “The campaign will be an integrated
one. We will be across television, print,
magazines, digital, OOH. We have airline
partners, partnerships with travel agents and
travel portals as well (which we will leverage).”
Kashikar informed that while the three-minute
film will be rolled out on D2H platform Tata
Sky, in cinemas and on digital media, edits (60,
40, 30, 20 and 15-seconders) will be rolled out
on 25 to 30 TV channels.
He added, “The campaign will be rolled out in
two phases – now until November, and then in
January to March when the ICC Cricket World
Cup takes place.”
According to Kashikar, the World Cup will add
to the ‘best year in terms of numbers’ with
plenty of enquiries and estimates of about
5,000 to 6000 travellers from India (already),
through official travel agents.
“That’s a minimum number we see through the
four official travel agents who have rights to
travel packages. You never know, it may
increase. Traditionally, December is the peak
travel month for outbound traffic from India
to Australia. Also, December, January and
February is the wedding season and Australia is
an attractive honeymoon destination, so you’ll
see couples wanting to also see games at
grounds like the SCG (Sydney Cricket Ground)
and MCG (Melbourne Cricket Ground). It also
helps that the Indian team will be based in
Australia from end-November to March. India
participate in a four-match Test series, then
the tri-series (with Australia and England),
before the World Cup,” said Kashikar.
(More in the issue of Campaign India dated 22
August 2014.) http://www.campaignindia.in/Article/389889,8216restaurant-australia8217-to-be-rolled-out-in-india-next-week.aspx
