Canberra stars as the cover location for the March issue of Vogue Indiafeaturing Bollywood actress Anushka Sharma as part of a tourism collaboration between Tourism Australia, VisitCanberra and the leading lifestyle and fashion magazine.
Part of UnDiscover Australia, the Tourism Australia global campaign shines the spotlight on some of the more unfamiliar or unexpected attractions and experiences on offer around Australia.
The backdrop of Lake Burley Griffin features the celebrity wearing international and Australian designs and was shot in early January. The hugely popular actress has an impressive following on social media with 24 million Instagram followers, almost 10 million Facebook followers and more than 19 million Twitter followers. Ms Sharma was in Australia while her husband, Indian Test cricket captain Virat Kohli, was playing against Australia.
The cover and fashion pictorial, shot at the National Gallery of Australia inside James Turrell’s Within Without stunning skyspace and featuring Canberra band the Young Monks, is part of a wider Canberra content feature staggered across Vogue India channels in coming months that will include a travel editorial piece on Australia’s capital, a behind-the-scenes video and social media posts.
The Canberra promotion is part of a larger content series that has featured in Vogueand Conde Nast Traveller magazines about experiences and destinations of Australia that are new to Indian travellers, according to Tourism Australia’s Managing Director John O’Sullivan.
“When we launched our new UnDiscover Australia campaign in India in September it was designed to introduce a wider range and diversity of experiences and destinations within Australia that align with the evolving tastes of Indian travellers,” Mr O’Sullivan said.
The Indian market has seen a steady increase in visitor numbers from India, reaching an all-time record of 358,000 arrivals for the year ended December 2018, an 18 per cent increase on the previous year. Canberra has experienced an annual growth 55% growth year-on-year, ranking fifth in the top six source countries of international visitors to Canberra.
“We are thrilled to have the nation’s capital featured in Vogue India to showcase what we have to offer,” ACT Chief Minister Andrew Barr MLA said.
“The Indian market is a growing one for us and through this collaboration we can share the amazing and varied experiences Canberra offers.”
Vogue India Editor-in-Chief Priya Tanna said the magazine constantly looked at way to bring alive its fashion editorials.
“This collaboration with Tourism Australia and VisitCanberra offered us the perfect opportunity to showcase sunny Australia alongside the season’s brightest fashion.”
The March issue of Vogue India is onsale now.
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