In order to promote tourism ahead of the ICC World Cup 2015, South Australia Tourism has rolled out a campaign that consists of three online films. Former cricketer Ajay Jadeja features in each, and the first of the three films has been rolled out.
The film rolled out on 5 November looks to encourage visitors to Adelaide. The film shows South Australia through the eyes of Ajay Jadeja and his son on their recent visit and features key attractions in Adelaide. It captures some regions to enjoy peace and shows how close they are to Adelaide. The background music for the film has been provided by Bollywood music composers Sangeet and Siddharth Haldipur.
Adelaide is the venue that hosts India's opening game of the World Cup, against Pakistan on 15 February 2015.
Deputy premier of South Australia, John Rau, said, “The India versus Pakistan game is a real drawcard for Adelaide and will reach an anticipated global television audience of over one billion people. 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.”
Rau added, “South Australia is a beautiful family friendly destination, which suits all types of visitors and these films communicate those messages beautifully. 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.”
Along with running the film on social media to encourage Indian tourists, it will also be run domestically (in Australia) as well as the Middle East, Singapore, Malaysia, New Zealand and the US.
Client: South Australia Tourism Commisstion
Director: Deepti Chawla
Production house: Day dreamer Pictures