Destination NSW’s SCG Pink Test multilingual campaign

Destination NSW sought to leverage the iconic Sydney Cricket Ground (SCG) Pink Test to deepen engagement with Indian cricket fans in Australia and abroad. While the event is well-known among Australian sports enthusiasts, there was a significant opportunity to connect with Australia’s Indian communities and tourists.

Destination NSW approached CulturalPulse to 1) Attract Indian cricket fans to attend the match and spend longer in Sydney. 2) Drive awareness of Sydney as a must-visit destination for Indian audiences through culturally trusted channels.

The Approach

CulturalPulse designed and executed a culturally informed engagement strategy that incorporated creative, translation, and targeted amplification.

• Developed high-quality short and long-form videos with community-focused and patriotic messaging, incorporating Sydney’s iconic landmarks and the SCG.
• Talent sourced a local Indian-Australian, Simran Gulati, to ensure authenticity in messaging. Content was produced in English, Hindi, and Punjabi.
• Leveraged proprietary data from CulturalPulse to pinpoint key audience segments and optimise media placements, ensuring reach within intrastate, interstate, and international Indian communities.
• Distributed videos via the CulturalPulse Media Amplification Network, reaching Indian communities through trusted community channels including private social groups, public community pages, and multicultural media platforms.

The Outcome

The CulturalPulse campaign delivered measurable and impactful outcomes for Destination NSW. The campaign ran for 5 weeks and targeted the Indian community of Australia.

• Achieved the highest Day 1 crowd at the SCG for any Test match with over 45,000 fans.
• Delivered over 4.4 million impressions within targeted Indian communities.
• Reached 2.5 million (minimum unique) across the CulturalPulse network.
• Achieved over 240,000 clicks to the Sydney.com landing page, with a campaign frequency of 1.74 impressions per individual.
• Activated over 20 community partners, ambassadors, and organisations such as Indian Link, Indus Age, and Desi Australia to organically share and amplify campaign messages.
• Community-driven sharing amplified campaign reach to international Indian audiences, particularly in Hindi and Punjabi-speaking markets.