Taking our food and wine to the world
Restaurant Australia is the latest evolution in Tourism Australia’s highly successful global campaign, ‘There’s nothing like Australia’. This new $10 million campaign promotes the Australia as a world-class restaurant destination, offering exceptional food and wine experiences in remarkable locations.
Recent research conducted across 15 of Australia’s key tourism markets showed that great local cuisine is a now a major factor in holiday decision-making.
While most people who have never visited Australia do not associate us with good food and wine, those who have sampled it rank our cuisine as second only to that of France. And for people that have visited from China, USA, France, India, Indonesia, Malaysia, South Korea and UK, Australia is ranked number one in the world! Last year, international visitors spent more than $4 billion enjoying our food and wine.
Restaurant Australia features 7 categories of food and wine experiences: seafood, people, wine, produce, restaurants, experiences and festivals.
If your business is active in one of these areas, you can get involved right away by sharing your story on the new campaign site. Just complete the submission form provided, and you’ll receive a business listing as a Restaurant Australia Contributor. The best business stories submitted will become feature stories on Tourism Australia’s Restaurant Australia site.
Your experience will join the more than 1,000 businesses across Australia already listed as ‘contributors’. Around 200 NSW restaurants, including the likes of 3 Weeds, Char Char Bar & Grill and China Republic, have already signed up. Additionally, products or experiences can be amplified through Tourism Australia’s social media by using #restaurantaustralia.
Restaurant Australia was developed in consultation with Tourism Australia’s state tourism partners, industry and a marketing partner, Wine Australia. It includes a bold new advertising creative across a dedicated site, ad for TV and consumer promotions in 12 key international markets.
In early May, Restaurant Australia made its international debut in New Zealand and was well received by New Zealand media and trade partners.
The campaign will focus strongly on digital marketing, social media and advocacy, and the goal over the coming months will be to attract future overseas travellers, with media engagement and advocacy planned in Australia at the end of the year. Tourism Australia will keep you updated on more opportunities to share in the spotlight on Australia’s food and wine experiences as Restaurant Australia unfolds.
To find out more, visit Restaurant Australia.
Last updated: Wednesday, 9 July 2014