Shibani Dandekar & Former Australian Cricketers Launches UnDiscover Australia Campaign
Tourism Australia and ESPNcricinfo urge cricket fans
to UnDiscover Australia
October 29, 2018, National:
The sport of cricket surpasses all forms of popular entertainment in India and
the evolution of the digital medium has made the pitch even more accessible to
fans than ever before with scores, replays, and analysis just being a tap away
on their screens. As cricket enthusiasts flock online and spend more time viewing
content around the game, capturing their interest is a big opportunity. To
leverage this opportunity during the upcoming tour of the Indian cricket team
to Australia, Tourism Australia and ESPNcricinfo have collaborated on a media
content partnership, UnDiscover Australia,
to showcase glimpses of the country beyond the on-field action at its iconic
cricket stadiums.
The content series aligns
with Tourism Australia’s recently launched campaign that seeks to showcase some
of Australia’s unexpected tourism experiences to potential travellers by challenging existing
perceptions and stereotypes about the destination. ESPNcricinfo
prides itself in creating credible quality content for cricket fans and is
known to be a preferred app of a premium, empowered and increasingly
knowledgeable audience, making them the perfect partner to fuel the discovery
of exciting content providing a fresh perspective on Australian holiday
experiences.
Bringing the content series
to life is ESPNcricinfo presenter and popular actor, Shibani Dandekar, who visited
the five Australian States that are hosting matches including Western
Australia, Victoria, New South Wales, South Australia and Queensland to explore
undiscovered gems of holiday experiences. In addition to her travel exploits,
the series also features interactions with Australian cricketing talents –
Shaun Tait, Brad Hogg, Brad Hodge, Ed Cowan and Andy Bichel who in addition to
talking all things cricket, showcase their hometowns and Australia as a holiday
destination to their Indian fans and followers. Shibani, who is admired for
her cricket knowledge and dynamic anchoring style, also spent her formative
years in Australia making her a perfect fit for the content series. Some of the
highlights of Shibani’s tour include a selfie with the world’s happiest animal
– the quokka at Rottnest Island near Perth, watching the penguin parade at
Phillip Island in the surrounds of Melbourne, a picnic in the wild at Kangaroo
Island in South Australia, a visit to the pristine Blue Mountains near Sydney,
kayaking in the city of Brisbane amongst many others.
Speaking on the occasion, John O’Sullivan, Managing
Director, Tourism Australia said, “Tourism
Australia is keen to gain a greater share of the Indian outbound travel segment
and attract more High Value Travellers to Australia by best leveraging the
growing influence of the digital medium, especially through effective content
partnerships that best showcase the diverse range of Australian experiences.
Our
renewed marketing focus is on fewer but bigger, bolder and more impactful
campaigns and the partnership with ESPNcricinfo is in
sync with this strategy.”
Jasdeep
Pannu, Head of TV Initiatives, ESPN said, “ESPN appreciates the power
of video content which is accelerating at a tremendous rate. Over the last few
years, digital video and the platforms they are consumed on have redefined the
media landscape. The power now lies with
the consumer in terms of choice of content at hand and time of consumption.
It’s an exciting time for content creation – with multiple formats and new viewing
behaviour opening new avenues of coverage and entertainment – in sport and
elsewhere. At ESPN, creating value-rich content for our sports fans is central
to our values. At the same time, staying ahead of the curve in conceptualising
properties that are relevant to consumers helps us learn, unlearn and relearn
what works best for the sports fans of today – and it keeps our fans engaged at
multiple levels with our app, site and content.” Commenting
on the collaboration, Akshaya Kolhe, Head of Sales, ESPN said, “We are excited
about our partnership with Tourism Australia and look forward to an
entertaining and insightful content for our fans. This partnership for the upcoming
India-Australia series will take the synergies to the next level. The marketing solution team at ESPN India
office worked in tandem with Tourism Australia board to create amazing sports
stories. The content includes a host of former Australian cricketers talking
cricket, narrating unheard stories, discussing India & Australia cricket history
amidst the beautiful and charming locales of Australia.”
This amazing cricket
travelogue will be showcased across ESPNcricinfo platforms during India’s cricket
tour to Australia from 21st November 2018 to 18th January
2019. The content will have shelf life and relevance beyond the series. This
video series will be an integral part of ESPNcricinfo’s popular Pre & Post
show called Match-day. Apart from this, a detailed long-form content created
around each of the Australian city will also be showcased natively across the
ESPN network. To increase its reach further, a strong off-platform strategy has
been planned around ESPNcricinfo’s social media platforms (Facebook, Twitter,
Instagram), curated videos on YouTube channel and ESPNcricinfo’s other content
syndication partners. The content series is expected to reach over 20Mn fans
across ESPNcricinfo and it’s off platform extensions. Arrivals from India to Australia grew by 19.6 per cent for
the year ended August 2018 with an influx of 342,000 visitors for the year,
making India the 8th largest inbound market
for Australia. UnDiscover Australia
on your next holiday.
About Tourism Australia
Tourism
Australia is the Australian Government agency responsible for promoting
Australia to the world as a destination for business and leisure travel.
Tourism Australia’s purpose is to increase the economic benefits to Australia
of tourism, supporting the industry’s Tourism 2020 strategy, which aims to grow
the overnight annual expenditure generated by tourism to more than A$ 115
billion annually by 2020.
The
organisation is active in around 17 key markets, where it aims to grow demand
for the destination’s tourism experiences by promoting the unique attributes
which will entice people to visit. Tourism Australia’s activities include social and
digital media, traditional advertising, public relations and media programs,
trade shows and programs for the tourism industry, consumer promotions, online
communications and consumer research.
For more information visit www.tourism.australia.com | www.facebook.com/seeaustralia
ESPN IN INDIA
India is a
key part of ESPN’s growth – in the Asia-Pacific region and globally – and its
presence in the country is powered by the potent combination of ESPN’s
leadership in digital sports and its long-term collaboration with Sony Pictures
Networks India.
Serving
the massive and vibrant sports fan community with entertaining, insightful and
high-quality products and content, across digital devices and television, is at
the core of ESPN’s strategy in India and the subcontinent. With offices in
Bangalore and Mumbai, it boasts a world-class team that includes technologists,
developers, editors, journalists and more who make up ESPN’s largest technology
and digital editorial teams outside the United States.
ESPNcricinfo,
already the ultimate destination for authentic, unbiased cricket news, videos,
analysis, statistics and scores, continues serving Indian cricket fans as it
has for 25 years.
Visit www.espncricinfo.com |www.facebook.com/Cricinfo/
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