Published on : Monday, March 10, 2014
Tourism Australia is enlisting the culinary expertise and story-telling skills of some of the world’s most famous chefs to give international food lovers a taste for a holiday Down Under.
India’s Sanjeev Kapoor, Canada’s John Placko, Hong Kong’s Nicholas Tse and New Zealand’s Al Brown are some of the internationally renowned culinary figures helping to elevate Australia’s standing on the world culinary map.
The latest project is ‘John Torode’s Australia’, which is airing in the UK from this week. The new TV show sees the Australian born chef, who moved to the UK in 1991, retrace the flavours of his childhood growing up in Australia, meeting some of the people and visiting places that shaped his early memories and inspired his passion for food.
Highlights of the ten-part series include John cooking for the Bronte Nippers on the beach in Sydney; spear fishing with the Walker Brothers in Tropical North Queensland; diving for abalone with Rob Pennicott off Bruny Island, Tasmania; cooking in the Barossa with Maggie Beer; and learning to surf at Torquay in Victoria.
Tourism Australia chief marketing officer Nick Baker said the new UK TV series combined the same themes of ‘people, place and produce’ which would underpin an upcoming push on food and wine -part of the agency’s global ‘There’s Nothing Like Australia’ consumer marketing campaign.
In response to the growing demand globally for food and wine as part of the travel experience, Tourism Australia is evolving its global campaign with the idea of Australia as the world’s greatest restaurant – Restaurant Australia.
“These shows provides a tasty appetiser for the promotion of Restaurant Australia, bringing together passionate locals, breathtaking landscapes and the freshest of produce to represent some of the unique and most distinctive food and wine experiences of our beautiful country.
“The UK economy is picking up, the Brits are starting to travel again and we believe this show will dish up some compelling new reasons for them to make their next holiday Down Under,” he said.
‘John Torode’s Australia’ has been supported by Emirates, Destination New South Wales, Tourism & Events Queensland, Tourism Tasmania, the South Australian Tourism Commission and Tourism Victoria. The ten episodes will be broadcast from early March on UKTV’s Good Food channel.
Mr Baker said Tourism Australia was working on a number of other major food and wine related broadcast programs in some of its key international markets, as part of and in the lead up to the launch of Restaurant Australia.
“Food and wine is a huge focus for us this year in our international marketing, as we seek to more aggressively play a drawcard which we’ve perhaps up to now undersold. These type of shows are giving us some real momentum as we build towards the official launch of Restaurant Australia in the coming few months,” Mr Baker said.
Recent high profile food and wine promotions carried out by Tourism Australia overseas have included ‘Friend of Australia’ Curtis Stone sharing his favourites in Food + Wine and Travel + Leisure magazines and speaking at last month’s G’day USA Australia Tourism Summit, the TV series ‘Dishing up Australia with Al Brown’ which was broadcast in New Zealand, and ‘Dine Australia’ with food events inspired by celebrity chef John Placko to help mark Australia Day across Canada.
Forthcoming projects which Tourism Australia is working on in 2014 include:
• ‘Cook Man’ (China) – Hong Kong-based celebrity chef Nicholas Tse will travel to Victoria and Tasmania in February with friends Jaycee Chan and Nick Cheung to film two episodes of ‘Cook Man’. The episodes will highlight Australia’s fresh produce, seafood and unique cuisine;
• ‘Out of the World’ (India) – Celebrity chef Sanjeev Kapoor will visit New South Wales, Victoria, South Australia and Queensland in early March to film a series for Food Food channel exploring Australia’s produce, restaurants and cooking with local chefs;
• Feinschmecker (Germany) – German monthly ‘bookazine’, Feinschmecker, will produce an edition dedicated to Australia’s unique food and wine scene. Stories will cover the country’s innovative chefs and winemakers, high quality produce and signature dining experiences in New South Wales, Victoria, South Australia, Queensland, Northern Territory and Tasmania;
• ‘Eat Like A Girl’ (United Kingdom) – food blogger Niamh Shields of Eat Like A Girl will attend Melbourne Food and Wine Festival in March as well as a selection of restaurants and wineries in New South Wales;
• Annabelle White (New Zealand) – Kiwi media personality and cook Annabelle White will visit New South Wales in late March for a cooking session with renowned chef Stefano Manfredi at Bells at Killcare. She will also meet with some of Sydney’s culinary characters to uncover the city’s food secrets;
• Matt Moran promoting Australian food and wine in India and New Zealand.
Source:- Tourism Australia
Tags: Tourism News, World's top celebrity chefs to give international food lovers a taste for Australia
|
||
   
|
||
