The latest phase of Tourism Australia’s There’s nothing like Australia campaign will showcase “exceptional” food and wine experiences across the country in a bid to entice travellers to come and try them out for themselves.
Launched today at Sydney’s renowned Quay Restaurant, the $10 million Restaurant Australia campaign aims to position Australia as “the world’s greatest restaurant”.
Chief marketing officer Nick Baker explained that the Restaurant Australia concept is based on consumer research which identified food and wine as a key factor in holiday decision making.
“For people who've never visited Australia awareness of our food and wine offering is low. However, once they visit, people realise the variety and quality of our food and wine experiences is world-class and Australia moves to the top of the rankings as a one of the world’s best culinary destinations,” he said.
“This perception gap presents a real opportunity to bring Australia’s culinary credentials to the fore by developing rich content through traditional and social media channels that highlights the array of exceptional produce, created and served by people with fresh thinking, in the most stunning locations in the world.”
The campaign’s success hinges on Australia’s tourism, food and wine businesses working together like never before to “tell the country’s stories”, according to Tourism Australia managing director John O’Sullivan.
"When we originally launched There's nothing like Australia, we did it by asking Australians to talk about their 'nothing like' experiences. This time our rally cry is to industry, with Tourism Australia providing the platforms to help show the world Restaurant Australia," he said.
The first phase of the campaign’s roll-out saw industry members with a food and wine focus urged to get involved with the campaign. The next stage will be the “Ignite the World” consumer promotions in 12 key international markets, followed by the “Invite the World” gala dinner in November. The dinner will be attended by 80 “influencers” from the worlds of media, food and wine will attend a gala event at the Museum of Old and New Art (MONA) in Tasmania as part of international familiarisation program in partnership with all states and territories.
“The word-of-mouth advocacy this familiarisation will generate internationally is aimed squarely at closing the gap on perceptions of Australia’s food and wine offering internationally and motivating people to travel here to indulge in our local cuisine. We want to win over their hearts, minds and their stomachs so that the dream of visiting Australia becomes reality,” O’Sullivan said.
The new campaign incorporates new broadcast and print advertising along with a dedicated online hub with TA’s social media and digital channels to again play a vital role in spreading the message.
“Restaurant Australia is all about bringing together the incredible stories of our people, place and produce to demonstrate to the world that every day, unique and exceptional food and wine experiences are being served-up in remarkable locations, and then sharing these stories through the creation of rich and compelling content,” O’Sullivan said.
Check out the TV ad below: