Published on : Tuesday, April 1, 2014
Melbourne’s famous laneways, bustling bar scene and city centre dining experiences are set to play a starring role in Tourism Australia’s latest tourism push, filming for which has just wrapped up in the Victorian 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 Melbourne ‘chapter’ involving a young couple ending their exploration of the city’s laneways with cocktails and dinner at Cookie before skipping upstairs to enjoy wine and nibbles under the stars at the bustling rooftop cinema bar.
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.
“Melbourne’s laneways, the surrounding bars and late night eating houses are very much part of this story and hopefully something we’ve captured in this new chapter for our ad,” he said.
Melbourne’s ‘vertical laneway experience’ 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.
Source:- Tourism Australia
Tags: Starring role for Melbourne in Tourism Australia's new Food and Wine push
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