New tourism campaign to promote South Australia to India

05 November 2014

The first of three new films by the South Australian Tourism Commission aimed at encouraging visitors to Adelaide during the Cricket World Cup premiered in New Delhi today.

The film stars Indian Cricketer Ajay Jadeja and encourages Indians to visit South Australia when we host the opening game of the ICC Cricket World Cup – a blockbuster limited overs cricket match between arch-rivals India and Pakistan on February 15, 2015.

Deputy Premier John Rau is in India for a trade mission and launched the film today.

“The India versus Pakistan game is a real drawcard for Adelaide and will reach an anticipated global television audience of over one billion people,” he said.

“The Cricket World Cup provides a great tourism opportunity in the key market of India and the rest of the subcontinent.

“The film aims to uncover the real South Australia. We wanted to capture the experiences of real people and this film does that in a creative way.”

Mr Rau said the first film shows South Australia through the eyes of Ajay Jadeja and his son on their recent visit and features key attractions in Adelaide, the Barossa, Kangaroo Island and the Adelaide Hills.

It captures moments that can be enjoyed in the peace and tranquillity of South Australia’s regions, showing how close they are to Adelaide and how easy it is for people to enjoy the same experiences.

Set to a soulful, earthy track composed by renowned Bollywood music composers Siddharth and Sangeet Haldipur, the rendition and lyrics are in line with popular music genre in India.

The films were conceptualised and commissioned by South Australian Tourism Commission as part its India Strategy 2020. It is directed by Indian film maker Deepti Chawla and produced by Daydreamer Pictures. The aim was to create content that Indian visitors could relate to and identify with.

“South Australia is a beautiful family friendly destination, which suits all types of visitors and these films communicate those messages beautifully,” Mr Rau said.

“India is an important market for South Australia and these films are aimed at creating awareness and appeal for the State.

“There is huge potential to showcase our state through the online medium and these films are designed to tap into that potential.”

The films will be supported by a strong digital strategy in India to ensure they reach as many people as possible.

They will also be supported by a domestic media and communications strategy aimed at the VFR (Visiting Friends and Relatives) segment and Indians in other Australian states as well as the Middle East, Singapore, Malaysia, New Zealand and the US.

Comscore data released in 2013 shows the total online video audience in India has grown 74 percent to 54 million unique video viewers in India per month. YouTube is ranked as the top online video website in March 2013 with 31.5 million unique viewers per month.

https://www.youtube.com/watch?v=L9JgDUiEyOk

Deputy Premier John Rau

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