Australia is the flavor of the season

Restaurant Australia campaign launch expected to further boost growing arrivals from India

Australia is the flavor of the season

August 2014, Delhi: Backed by consumer research which corroborates the new-age trend in India of people travelling on their belly, Tourism Australia has evolved their marketing campaign, ‘There’s Nothing like Australia’ to include a strong focus on exceptional food and wine experiences. In an effort to convert the appetite for Australia as a travel destination into more visits, this campaign is based on the idea of Australia being the world’s greatest restaurant, 'Restaurant Australia'

Featuring dining experiences against spectacular locations, the campaign in India will take an integrated approach, being promoted on select media including television, print, out-of-home and digital platforms in two phases, timed to coincide with the planning periods for year-end and Indian summer holidays. Through successful media partnerships like presenting sponsorship of the top-rated television reality show ‘MasterChef Australia’ over the past two years, Tourism Australia have introduced Indian television audience to the diversity and multicultural aspect of Australian food experiences. Recently, there has also been a collaboration with India’s most popular chef, Sanjeev Kapoor, to film a 15 part series ‘Out of Australia’ for the channel Food Food.

Nishant Kashikar, Country Manager, India & Gulf, Tourism Australia said, “Australia’s food and wine experiences is one of its strongest assets and the growing trend amongst Indians of indulgence in gourmet experiences and food inspired travel is the perfect time for the launch of the Restaurant Australia campaign here. The winning combination of people, place and produce is at the core of the campaign and will be communicated through advertising, PR and content integration activities.The campaign is expected towhet the appetiteamongst potential travellers and temptmore Indians to travel for a taste of Australia.”

Some of the top food and wine experiences in Australia showcased through the campaign include enjoying a water taxi ride through the Sydney harbour, pre-dinner drinks before disembarking at Circular Quay for dinner at Quay restaurant (NSW); sailing the Whitsundays, before landing on Hamilton Island for a private seafood lunch at Whitehaven Beach (Queensland); dining under the stars at Longitude 131 to the accompaniment of a traditional Aboriginal dance, overlooking Uluru (Northern Territory); exploring Melbourne’s laneways before enjoying cocktails and dinner at Cookie, ending upstairs for drinks at the city's popular rooftop cinema bar (Victoria); taking a balloon ride over the Barossa Valley, followed by a personal wine amongst the vineyards at Hentley Farm Winery (South Australia) and oyster shucking in the waters off Great Oyster Bay on the Freycinet Peninsula (Tasmania).

The concept of ‘Restaurant Australia’ has been built based on consumer research which identified ‘food and wine’ as a key factor in holiday decision making and the most important emotive trigger, ahead of world class beauty, for influencing people’s destination choice. This research was conducted by Tourism Australia in 2013, in 15 of Australia’s key tourism markets and it surveyed 1,200 Indian customers, who were selected on the basis of their previous long-haul travel behaviour and/ or their intention to travel long haul in the next few years. Indians who had previously travelled to Australia ranked it number one for food and wine experiences amongst all competitor countries.

Key elements of this global campaign include new advertising creative including broadcast ad (for TV, cinema and online mediums) and print, a strong focus on using digital channels, social media and advocacy, a dedicated hub for Australian businesses to share their food and wine experiences with the world and attendance by 80 international media and key food and wine influencers (including five celebrity chefs and restaurateurs from India) at the ‘Invite the World to Dinner’ gala event at Museum of Old and New Art (MONA) in Tasmania.

Australia witnessed the highest growth in Indian arrivals in a single month achieved during the past seven years for the month of May 2014, with a remarkable 39 per cent increase over previous year. There were 17,000 visitors from India during June 2014, bringing the total for the six months to June to 99,500, an increase of 19.3 per cent relative to the same period previous year.Arrivals from India are expected to perform well, with an average annual financial year growth rate of 7.2 per cent through to the financial year 2020-21.

Tourism Australia has developed the ‘Restaurant Australia’ campaign in consultation with its state tourism partners and industry along with its marketing partner, Wine Australia. The new creative has been developed by Tourism Australia’s global creative agency Clemenger BBDO, with Mark Toia directing the new food and wine ‘chapters' of the broadcast ad. Digital elements of the campaign have been developed by DT Digital.

About Tourism Australia

Tourism Australia is the Australian Government agency responsible for promoting Australia to the world as a destination for business and leisure travel.

Tourism Australia’s purpose is to increase the economic benefits to Australia of tourism, supporting the industry’s Tourism 2020 strategy, which aims to grow the overnight annual expenditure generated by tourism to as much as A$140 billion by 2020.

The organisation is active in around 30 key markets, including Australia, where it aims to grow demand for the destination’s tourism experiences by promoting the unique attributes which will entice people to visit.

Tourism Australia’s activities include advertising, public relations and media programs, trade shows and programs for the tourism industry, consumer promotions, online communications and consumer research.

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