MEDIA RELEASE: Adelaide in a Day for Indian Visitors

The second of three YouTube films targeted at the Indian market has been released by the South Australian Tourism Commission today.

Come February 15, 2015, Adelaide will host a blockbuster limited overs cricket match between arch-rivals India and Pakistan in what will be India’s opening game of the ICC Cricket World Cup.

South Australian Tourism Commission CEO Rodney Harrex said the India vs Pakistan game will be a big drawcard for Adelaide and is expected to reach a global television audience of over one billion people.

“We expect significant visitor numbers from India coming to Adelaide for cricket and other events through the year, so we wanted to showcase what the city has to offer.”

This film captures Adelaide through the eyes of Indian cricketer Ajay Jadeja, who travelled around the city and took in some interesting experiences.

“Adelaide and South Australia offer the true Australian experience, which you can enjoy in a short span of time.

“Adelaide is the only Australian city where you can swim with dolphins, cuddle a koala and feed kangaroos in one day and still have time to dine in world-class restaurants, feast on local produce and wine and watch a sunset by the beach.”

“Adelaide is a beautiful family friendly destination, which suits all types of visitors and these films communicate those messages beautifully.”

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

The film was conceptualised and commissioned by South Australian Tourism Commission, directed by Indian ad film maker Deepti Chawla and produced by Coburn Machado of Daydreamer Pictures.

The film covers the spectacular Adelaide Oval, the beautiful Riverbank Precinct, Adelaide Central markets, our food offerings around Adelaide, Cleland Wildlife Park and Glenelg among other highlights.

The film complements the first film, which showcased key regions in South Australia, including the Barossa, Adelaide Hills and Kangaroo Island.

The films will be supported by a strong digital strategy in India to ensure that there is significant visibility for the films. 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.

“These films are aimed at creating awareness and appeal for the State,” Mr Harrex said. “There is great opportunity in showcasing our state through the online medium and these films provide a creative platform for what’s on offer in the State, specifically keeping in mind the Indian audience. ”