In a bid to tap the growing Indian overseas traveller market, Australian state of Queensland has roped in cricket legend Matt Hayden for a new tourism campaign.
According to official statement, Minister for Tourism Jann Stuckey said the 'Go Beyond' campaign would showcase Queensland’s rainforests, beaches and the Great Barrier Reef, which are all popular with Indian tourists.
Hayden, 41, one of Australia's best opening batsmen, will front the new campaign. He holds the record for the highest score made by an Australian batsman in Tests (380).
"India is a growing market for Queensland with the number of Indian visitors to Queensland rising by 3 per cent to 31,000 in 2012," Stuckey said.
"The campaign is a joint venture between Tourism and Events Queensland and Singapore Airlines, and its partner Virgin Australia, with special flight packages to be offered between Indian ports and Brisbane.
"It is also designed to showcase how easy it is to 'go beyond' Australian international gateways to reach Queensland destinations such as the Gold Coast, Whitsundays, Outback and Tropical North Queensland."
Stuckey said Hayden, who famously conquered India's spinners during a tour of the sub-continent in 2001, would have real star pulling power with the cricket-mad nation.
"Matt Hayden has a huge fan base in India and is passionate about promoting Queensland as a world-class tourism and culinary destination so it's great to have him on board."
Hayden said he was delighted to be able to promote his favourite destination - Queensland.
"As my home state, I have had the opportunity to travel the length and breadth of Queensland sampling the delights of holiday destinations and the wonderful food we have that is unique to Queensland," Hayden said.