Published on : Tuesday, March 25, 2014
Fresh local produce and the spectacular Canberra countryside are set to play a starring role in Tourism Australia’s latest tourism push, filming for which has just wrapped up at the Poachers Pantry on the outskirts of the nation’s capital city.
The campaign will see the current There’s Nothing Like Australia TV ad updated with fresh food and wine content, including a new ACT ‘chapter’, involving an American couple sampling local produce at the Bruce family owned and operated Poachers Pantry in Canberra.
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.
“The wonderful family owned and run Poachers Pantry certainly ticks all of those boxes and will do a great job of sharing one of many compelling chapters in Australia’s food and wine story,” he said.
Poachers Pantry owner Susan Bruce said her family were proud to play a part in the new campaign.
“At Poachers Pantry we are all about the love of good food and the sharing of it with family and friends.
So we are really excited to invite the world’s foodies to enjoy the sensational combination of our smoked meats matched to our wines in a stunning rural location,” she said.
The Poachers Pantry 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 a holiday Down Under. Being a foodie I cannot wait to indulge after the shooting of each scene has been completed,” he said.
The other new scenes are:
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 Whitehaven Beach (QLD);
Catching and barbecuing crayfish on Rottnest Island (WA);
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);
Oyster shucking in the waters off Great Oyster Bay on the Freychinet Peninsula (Tasmania).
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
|
||
   
|
||
