Tourism Western Australia – Cricket

Tourism Western Australia launched the “Beyond the Boundary: Ashes and Adventure in WA” campaign to attract UK cricket enthusiasts and premium long-haul travelers, tying in with the 2025 Ashes series. By integrating immersive experiences, iconic storytelling, and digital precision targeting, the campaign showcased WA’s adventure, wildlife, food, and coastal offerings through the lens of cricket legend Adam Gilchrist.

A standout VR cricket simulator at the England vs. Australia ODI engaged a stadium crowd of 16,000, supported by powerful editorial partnerships, particularly with The Telegraph. The campaign aimed to build awareness, capture data, and drive sales via key partners like Hays Travel and the Barmy Army. Amplified across digital, social, and experiential platforms, the strategy delivered highly engaging branded content and actionable itineraries that resonated with affluent UK audiences. A smart data strategy ensured that every interaction fed into tactical retargeting efforts, bringing Western Australia’s travel offerings directly to those most likely to convert.