Audi launches ‘Plates Worth The Passage’ campaign via We Are Social

Audi Australia is looking to inspire Australians to rediscover the culinary  delights and lesser-known destinations through an editorial content series, ‘Plates Worth The Passage’.

In collaboration with  creative agency We Are Social, ‘Plates Worth The Passage’ shines a spotlight on Australian small businesses, offering viewers travel itineraries curated by photographers and writers, who each made the documented journey departing from their nearest capital city in an Audi e-tron.

Top regional restaurants and hospitality venues are featured in ‘Plates Worth The Passage’. Woven throughout each instalment in the series is a focus on small businesses, both established and newly-opened. A key emphasis on sustainability is also noted across all venues with the use of seasonal, locally-harvested and indigenous ingredients – all of which is captured in by content creators.

Audi Australia chief customer and marketing officer Nikki Warburton said each narrative highlights  dining experiences, cleverly fused together with local expert advice.

‘Plates Worth The Passage’ is being run across  feature articles on Audi Magazine, and across the Audi Australia Facebook and Instagram channels, as well as on each creator’s channels.

“Audi is really focusing on the publishing space, creating lifestyle content that their audience will lean
into. We worked with some incredibly talented creators to produce this beautiful content that will
hopefully inspire Aussies to get out into regional Australia and explore the open road,” said managing director at We Are Social, Suzie Shaw.

This is the third major content series We Are Social has released for Audi since being appointed to
the social media account in January.

Stories departing from Brisbane, Hobart, and Adelaide are now live, with a story on WA featuring this
week. Features on NSW and VIC will be published in early 2021.


Brand – Audi Australia
Creative agency – We Are Social Australia
Media Agency – PHD


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.