Published on : Thursday, March 20, 2014
The spectacular scenery, rolling hills and vineyards of the Barossa Valley are set to play a starring role in Tourism Australia’s latest tourism push, filming for which has just wrapped up in South Australia.
The campaign will see the current There’s Nothing Like Australia TV ad updated with fresh food and wine content, including a new ‘chapter’ involving a couple taking a hot air balloon ride over the Barossa Valley and visiting the Hentley Farm Winery for a private tour and tasting.
Tourism Australia chief marketing officer Nick Baker said the latest evolution of the agency’s global campaign came in response to growing demand globally for food and wine to be part of the travel experience, and was based on the idea of Australia being the world’s greatest restaurant, Restaurant Australia.
“Restaurant Australia is all about bringing together passionate locals, breathtaking landscapes and the freshest of produce to demonstrate to the world what makes Australia’s food and wine experiences so unique and distinctive.
“A scenic hot air balloon ride over the magnificent Barossa Valley, followed by a unique cellar door experience with the passionate team at the Hentley Farm Winery certainly ticks those boxes” he said.
Hentley Farm owner Keith Hentschke said producing amazing food and wine had been ingrained and part of Barossa culture for well over a century.
“Sense of place is everything to us, as we want our guests to know they can only get this food and wine experience here in the Barossa. We know from our experience that international travellers absolutely love what we do once they have visited, but not so many are aware of what we have to offer.
So it’s a tremendous thrill to be part of the campaign to showcase what we do to the world,” Mr Hentschke said.
The Barossa sequence is one of eight new scenes to be included in the ad, which will be broadcast in up to 20 of Australia’s key international markets.
Mark Toia directed the new ‘chapters’ and said whilst each was different they shared the three key components – people, place and produce.
“It’s been a lot of fun to be involved in such an exciting campaign so far.
The final film promises international travellers a tantalising taste of the world class culinary delights which await them on an Australian holiday,” he said.
Approximately 327,300 international tourists visited Adelaide last year and contributed about $2.8 billion to the annual $5 billion tourism industry.
The other new scenes are:
Sailing through the Sydney harbour, pre-dinner drinks before disembarking at Circular Quay for dinner at Quay restaurant (NSW);
Taking a helicopter ride over the Whitsundays, before landing on Hamilton Island for a private seafood lunch on Whitehaven beach (QLD);
Catching and barbecuing lobster on Rottnest Island (WA);
Sampling local produce at the Poacher’s Pantry in the Canberra countryside (ACT);
Dining under the stars at Longitude 131 to the accompaniment of a traditional Aboriginal dance, overlooking Uluru (NT);
Exploring Melbourne’s laneways before enjoying cocktails and dinner at Cookie, ending upstairs for drinks at the city’s popular rooftop cinema bar (VIC);
Oyster shucking in the waters off Great Oyster Bay on the Freychinet Peninsula (TAS).
The new scenes have been chosen to bolster existing food and wine footage already in the TV ad, which includes the ‘Sounds of Silence’ dinner at Uluru (Northern Territory), cooking crabs on the beach at Cape Leveque (Western Australia) and fine dining and cocktails at El Questro in the Kimberley (Western Australia). All of Australia’s states and territories are represented within the TV ad.
Tourism Australia’s new Restaurant Australia campaign will be launched in May.
Tags: tourism australia