Tourism Australia and Qantas have signed on for a content-led campaign with The Guardian and Telegraph newspapers in the UK.
The campaign, which will run in February and March, shares the story of why there’s nothing like attending a major sporting event in Australia and encouraging people travelling to the Ashes to enjoy experiences beyond the cricket grounds.
As the official airline partner of Cricket Australia, Qantas is encouraging Brits to reserve their seat early for flights to Australia and to utilise the large domestic network in between tests.
Tourism Australia managing director John O’Sullivan said hosting the Ashes was always a big win for Australian tourism - with large numbers of visiting fans attending the five test series but also holidaying between matches.
“If you consider that an average UK visitor to Australia spends more than AUD$5,500 when they are down here, you get a sense of how important this forthcoming Ashes series is for Australian tourism.
“And England’s travelling cricket fans are not average - they stay longer, disperse more widely and spend more.
“Their passion provides a real tourism sweet-spot for us.
“With overall honours tied at 32 wins each, there’s some added spice going into the 2017-18 Ashes Series.
Markus Svensson, Qantas regional general manager for the UK, Europe, Middle East, India, and Africa said the travel packages are aimed to offer customers the best of both worlds for travelling abroad.
“This is a fantastic opportunity to not only encourage bookings to one of the biggest sporting events of next year, but also allow visitors to experience the real spirit of Australia outside of the cricket grounds,” Svensson explained.
“Our extensive domestic flight network provides a seamless and efficient means of travel between each city and tailored itineraries will ensure visitors get the most out of their trip.
“There’s always a high level of interest and excitement for the Ashes, which encourages us to help avid fans make it the experience of a lifetime.”