Tourism Australia creates branded TV series as food and wine push hits the small screen
Tourism Australia is continuing to mine content from its Restaurant Australia campaign with the food and wine marketing push set for its own mini-TV series.
https://www.youtube.com/watch?v=h5MCFWtUk5w
The three-part branded content program, Restaurant Australia, begins on 7Two this Sunday with Tourism Australia collaborating with The Precinct Studios to bring the campaign to the small screen.
The series follows chefs Neil Perry, Ben Shewry and Peter Gilmore who cooked for around 80 international food critics and writers at an event at the Museum of Old and New Art (MONA) in Tasmania earlier this year.
Among the guests at the Invite the World to Dinner culinary extravaganza were A.A. Gill, Heston Blumenthal and Alice Waters.
“This series is as much about people as it is about food,” The Precinct Studios creative director Michelle Galluzzo said. “When you bring together some of the most passionate and talented chefs, farmers, winemakers and artisans from across the country, you end up with a story that extends far beyond the plate.”
Tourism Australia marketing director Lisa Ronson said the TV series further extends a marketing message which launched domestically in September 2013 and was rolled out to international markets last year.
“When people see these three episodes they’ll see just what an incredible undertaking the Invite the World to Dinner event in Tasmania really was and get a much better appreciation of the people, the produce and places which make Australia such an exciting food and wine destination for international travellers,” she said.
The show will also be aired overseas with international distribution deals currently being finalised.
It is not the first time Tourism Australia has looked towards TV branded content. The agency helped fund the production costs of a three-part documentary that saw iconic natural history presenter David Attenborough return to the Great Barrier Reef.
The programs will air early next year and form part of a renewed push to promote and market Australia’s aquatic and coastal product.
The Precinct Studios executive producer Henry Motteram said it was becoming increasingly important for brands to produce content that “engages an audience through entertainment”.
“That’s what this series does,” he said. “It’s a great story that also answers the brand’s objective so that when the audience are planning their next holiday, they can’t help but think about Australia.”
Steve Jones
Hey cameraman, can we have another shot of the chef shaving ingredients so they’re transparent?
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Rip off of ‘Chef’s Table’
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Now that’s what I call a junket! How do I get me one of those…..?
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