Tourism Australia continues focusing on food & wine tourism

Published on : Friday, November 21, 2014

Tourism-AustraliaTourism Australia launched an $8.6 million advertising campaign for Restaurant Australia that’s
focused on the country’s food and agriculture scene.

The culinary campaign, launched in May, has become part of a long-term and overarching
campaign, “There’s Nothing Like Australia,” based on data showing that Australia was viewed as a destination with good food and wine.

In the Tourism Australia Consumer Demand Project of 2013, Australia moved from 10th place to third place — behind France and Italy — as the place to visit after survey participants had experienced the country’s gastronomic offerings.


The U.S. ranked ninth in the survey.

Prior to visiting Australia, survey respondents from Indonesia, Korea, Japan, Germany and the U.S were the least enthusiastic about Australian cuisine.

For people surveyed who have visited, those from China, the U.S., India and the UK rank
Australia as No. 1 for food and wine.


These figures supported its investment in traditional and digital marketing and social promotion.

The campaign included pop-up restaurants in London, themed food trucks in France, and the ultimate dinner voyage for the world’s influential foodies in Tasmania last weekend.

The Restaurant Australia campaign included a $3.16 million expense across Greater China, Hong Kong, Japan, South Korea, Singapore, Malaysia, Indonesia, and India. Besides advertising on print and television, Restaurant Australia built up its presence with a separate website that included a social feed to explore Australia’s food and beverage offerings in eight states — Australian Capital Territory, New South Wales, Northern Territory, Queensland, South Australia, Tasmania, Victoria and Western Australia.

Nick Baker, CMO of Tourism Australia said, “Combined with the integration with Instagram, which lends itself particularly well to sharing food and wine experiences, we wanted to really get people talking about Australia’s exceptional food and wine offering.”

At the culmination of the campaign, hashtag activity for #restaurantaustralia reached 21,441 contributions on Instagram and 28,155 on Twitter, according to and Tweet Archivist, respectively.


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