Tourism Australia (TA) is launching an advertising campaign in the UK to capitalise on the huge interest in the Ashes Series…
Tourism Australia (TA) is launching an advertising campaign in the UK to capitalise on the huge interest in the Ashes Series , when British cricketers will battle against the Australians in five five-day matches played in grounds across England from 21 July to 12 September. The campaign is part of TA`s £3 million spend on advertising in the UK market.
Cricket fever is already sweeping the nation and the recent England versus Australia matches have been fiercely contested. These games have heightened the rivalry between England and Australia ahead of the Ashes Series, which looks set to attract more interest from the British public than ever before.
TA`s campaign includes a full page colour advertisement in each of the five match day programmes, and TV ads that will air on Channel 4* during the Ashes Series matches. It will be the first time the TV ad, featuring the world famous Australian cricket commentator Richie Benaud, has aired on British TV and there will be approximately five 30 second spots per test.
The ads, which highlight a range of iconic landscapes in Australia, will complement the coverage of the matches as the legendary Benaud is on the Channel 4 commentating team this summer.
Emma Bradley, Marketing Director, Tourism Australia says: “Cricket is a serious business in the UK and millions of viewers will tune in to watch the big matches played between England and Australia. This campaign targets the British public with stunning imagery of Australia presented in an amusing and irreverent way reaching them at a time when the destination is already top of mind.”
The creatives for the match day programmes were designed by Grey London, the Richie Benaud TV ads were created by Wybin TBWA in Sydney, and MediaCom in London planned the media for the campaign.
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