Visit Victoria: How Melbourne used T20 cricket to ignite the India market

Visit Victoria, a tourism board, leveraged the 2022 ICC T20 Cricket World Cup to increase awareness of Melbourne, Australia, with high value travellers from India and India's middle class and drive consideration of visitation.

Campaign details

Brand: Visit VictoriaBrand owner: The Victorian GovernmentEntrant company: Visit VictoriaIdea creation: Visit VictoriaMarket: AustraliaSector: TravelMedia channels: Competitions & contents, Mobile & apps, Public relations, Social media, Word of mouth, Influencers, KOLsBudget: 500k - 1 million

Creative assets

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