August 20, 2024 | Press Release

Australian cricket icon Adam Gilchrist and his son Harry have taken centre stage in a new tourism campaign promoting Western Australia’s road trip adventures to the booming Indian market. The campaign highlights the natural beauty and exciting attractions surrounding Perth, as Gilchrist and his son embark on thrilling journeys through Lancelin, the Pinnacles, the Swan Valley, Rockingham, and Optus Stadium.

The campaign captures the duo’s adventures—four-wheel-driving and sand-boarding across Lancelin’s dunes, stargazing under the spectacular desert skies at the Pinnacles, tasting world-class wines in the Swan Valley, cruising alongside dolphins in Rockingham, and embracing the adrenaline-pumping Vertigo rooftop experience at Optus Stadium. These moments have been transformed into visually engaging videos and photos, aimed at captivating Indian audiences through social media and popular cricket platform Cricbuzz, which boasts a user base of over 50 million.

Adam Gilchrist is a household name in India, and this campaign is tapping into that celebrity appeal. To further bolster the reach, the campaign will be promoted on billboards in Mumbai and Delhi, guiding potential Indian tourists toward travel packages offered by Thomas Cook and Skyscanner.

The timing is perfect as the campaign coincides with the highly anticipated West Test, where Australia and India will face off at Perth’s Optus Stadium from November 22, 2024. This match marks the first encounter between the two teams since the World Test Championship Final in 2023, adding to the excitement.

India has emerged as a significant tourism market for Western Australia, with 34,000 visitors in the year ending March 2024, contributing $128 million to the state’s economy. Western Australia’s Indian community, which numbers around 61,000 residents, has been a driving force in this growth. In recognition of this surge, the Drive the Dream campaign, initially featuring Formula 1 star Daniel Ricciardo, now speaks directly to Indian travellers.

Tourism Minister Rita Saffioti expressed her excitement about Gilchrist’s involvement in the campaign. “Adam Gilchrist is not only an Australian cricket legend, he’s a national treasure, and we’re thrilled to have him promote his home state to India. We hope this campaign encourages visitors from India to experience everything WA has to offer, from family reunions to unforgettable road trips.”

Reflecting on the campaign, Gilchrist himself shared his enthusiasm. “It was a privilege to partner with Tourism WA and showcase how accessible these beautiful experiences are just out of Perth. I hope the people in India not only come for the cricket but also explore the incredible destinations we’ve visited.”

With the success of the Drive the Dream campaign and the state’s Walking On A Dream brand, Western Australia is cementing its reputation as a premier destination for international travellers, particularly from India, while driving a strong visitor economy.