Tourism Australia has unveiled the latest evolution of its global campaign – ‘There’s nothing like Australia’ – with exceptional food and wine experiences from around the country playing a starring role in an effort to convert the global appetite for Australia as a travel destination into more visits.
Launched today at Sydney’s Quay Restaurant, the new $10 million campaign is based on the idea of Australia being the world’s greatest restaurant, ‘Restaurant Australia’, and includes:
– New advertising creative including broadcast ad (for TV, cinema and online) and print;
– A dedicated online hub (www.australia.com/restaurantaustralia) for Australian businesses to
share their food and wine experiences with the world;
– A strong focus on using digital channels, social media and advocacy;
– Consumer promotions in a dozen key international markets;
– Attendance by 80 international media and key food and wine influencers at the ‘Invite the
World to Dinner’ gala event at Museum of Old and New Art (MONA) in Tasmania.
Tourism Australia Managing Director John O’Sullivan said the roll-out of the campaign would occur in stages, starting firstly with the ‘Rally Cry’ to encourage Australian operators with a food and wine focus to get involved ahead of ‘Ignite the World’ consumer promotions in international markets and culminating in a spectacular ‘Invite the World” gala dinner in Tasmania in November.
Mr O’Sullivan said the best way to get the world to notice was by Australia’s tourism, food and wine businesses working together to tell the country’s stories, something that had never been done before.
“When we originally launched ‘There’s nothing like Australia’, we did it by asking Australians to talk about their ‘nothing like’ experiences. This time our rally cry is to industry, with Tourism Australia providing the platforms to help show the world Restaurant Australia.”
International visitors spent more than $4 billion enjoying Australia’s food, wine and culinary experiences in 2013.
Tourism Australia, www.www.australia.com