Tourism Australia rolls out Restaurant Australia campaign to key overseas markets

Tourism Australia is starting to roll out its major marketing  drive – Restaurant Australia – across the globe with a series of launch events to be followed by a high profile push of TV, print, online and outdoor.

The $10 million crusade kicked off in France on Friday, with Hong Kong also underway, and the UK, Singapore and Korea following later this month.

The campaign, which launched locally earlier this year and is the latest execution of its ‘There’s Nothing like Australia’ messaging, will eventually roll out to 17 international markets.

The overseas launches will see some of Australia’s leading chefs host events, including in the UK where Australia House in London will be turned into a pop up restaurant for six nights from September 22. The Singapore launch meanwhile will focus on Tasmania’s seafood while in Korea 100 guests will attend a gathering at the Australian Ambassador’s residence. In France, the campaign includes a food truck travelling to 12 locations across the country.

Tourism Australia managing director John O’Sullivan said: “Our aim is to demonstrate Australia’s culinary credentials on a global stage, and what better way to do it than harnessing our best chefs, freshest produce and finest wines, all served up in the mist iconic of Australian venues overseas.”

The tourism agency described its focus on food and wine as a “great marketing challenge” when it first revealed the plans as it flew in the face of what drew visitors Down Under. Australia has never been regarded for its culinary expertise with three out of four people who have yet to visit Australia failing to associate its appeal with food and wine.

However, marketers were encouraged after research showed that Australia rocketed up the rankings among those who have travelled Down Under and sampled the food and wine, with 60% rating it as a quality experience.

“For those who have visited, Australia is ranked second for its food and wine experiences after culinary giant France and ahead of Italy,” former Tourism Australia managing director Andrew McEvoy said at  the launch . “We are ranked as the number one destination for food and wine for people who have visited from China, US, France, India, Indonesia, Malaysia, the UK and South Korea.”

Steve Jones


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