restaurant australia: key messages · 2020-02-16 · campaign, with new advertising creative being...
Post on 23-Mar-2020
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Why a greater focus on food and wine?• Australia’sfoodandwinehasbecomeoneofitsgreatestassets
witharangeandqualityofproducethatissecondtonone.Yet,remarkably,theappealofAustralianfoodandwineremainsoneofourbest-keptsecrets.
• Australia’srichethnicdiversityhasproducedoneofthemostexcitingandmulticulturalcuisinesintheworld,withchefs,winemakersandproducerswhorevelinthecreativityofafoodandwineculturenotboundbytradition.
• CombinethiswithAustralia’swonderfulclimate,drawingusoutsidetoenjoythefinestflavourswithabackdropofspectacularnaturallandscapesandstunningcities–themarketingpossibilitiesareendless.
• Recentresearchconductedacross15ofAustralia’skeytourismmarkets,byBDAMarketingforTourismAustralia,showsthat‘greatfood,wine,andlocalcuisine’isanowamajorfactorinholidaydecisionmaking(at38%),rankingthirdaheadofworldclassbeautyandnaturalenvironments(at37%).
• TheresearchalsoshowedthatofpeoplewhohavenevervisitedAustralia,only26%associatethedestinationwithagoodfoodandwineoffering.
• Forthosewhohavevisitedthough,Australiaisrankedsecondforitsfoodandwineexperiences(60%)afterculinarygiantFranceandaheadofItaly.WearerankedasthenumberonedestinationforfoodandwineforpeoplewhohavevisitedfromChina,USA,France,India,Indonesia,MalaysiatheUKandSouthKorea.
• ClosingtheperceptiongapbetweenthosewhohavevisitedandthosewhohavenotpresentsahugeopportunityforAustraliantourism.
The Restaurant Australia concept• Workingwithleadingidentitiesacrossthefood,wineandtourism
industries,TourismAustraliahasdevelopedafoodandwinestrategybuiltaroundtheconceptofRestaurantAustralia.ThestrategylookstoclosethegapbetweenperceptionsofwhatAustraliahastoofferandtherealityofourexcitingworld-classfoodandwineoffering.
• TodothisweareevolvingourglobalcampaignwiththeideathatAustraliacouldbetheworld’sgreatestrestaurantservingupthebestandmostuniquefoodandwineexperiencesinremarkablelocationseveryday.
• Wewillbelookingtoignitethetastebudsoftravellersworld-widewithamarketingpushthatcapturesthefreshthinking,openair,andflavoursthatdefineourfoodandwineofferingandsetAustraliaapartfromtherestoftheworldasatouristdestination.
• Itisunderpinnedbysevencategoriesoffoodandwineexperiences:wine,seafood,people,produce,restaurants,experiencesandfestivals.
• UltimatelyitisaboutbringingtheRestaurantAustraliaconcepttolife,tappingintothegroundswellofinterestgloballyandtheboomingourmettourism,toshowcasethewayfoodandwinemakeanAustralianholidayunique.
What about existing food and wine partnerships?• TourismAustralia’sfoodandwinestrategybuildsonitspartnership
withWineAustralia,announcedinlate2012,whichseesthetwoorganisationsworkingtogethertoraiseawarenessofAustralia’sculinaryofferingtoattractmoreinternationalvisitorstoAustralia.
• ItwillalsocomplementTourismAustralia’spartnershipwithUltimateWineriesofAustralia,announcedin2013duringtheAustralianTourismExchangeinSydney.
Background• ‘There’s nothing like Australia’ is Tourism Australia’s global consumer marketing campaign highlighting some of
the very best attractions and experiences Australian tourism has to offer.
• The Restaurant Australia campaign will sit under the global ‘There’s nothing like Australia’ consumer marketing campaign, with new advertising creative being developed.
• This next phase of the campaign builds on an already successful and established platform and takes it a step further by specifically focusing on quality food and wine experiences in Australia.
Restaurant Australia: Key Messages
1.IndustryEngagement“RallyCry”
• TourismAustraliainvitesindustrytogetinvolvedthrougha“RallyCry”–tosharetheirexperiencesaroundAustralia’sfood,wineandbeverageswiththeworldandstarttheconversationsothatwemightinspireotherstocomeandexperienceAustraliafirsthand.Visitwww.australia.com/restaurantaustraliaformoreinformation.
• Industrywillbeabletosharetheirexperiencesviathisdedicatedcontenthub,curatedbyTourismAustraliatoshowcasethedepthofuniquefoodandwineexperiencesthroughoutthecountry.
• Thebestoftheseexperienceswillgoliveonthecontenthubfrom7May,aswellassharedviaitssocialandmediachannels.
• TourismAustralia,incollaborationwithallStatesandTerritories,hascreatednewfoodandwinefocussedchaptersfortheglobalbrandfilm‘There’snothinglikeAustralia’.Inaddition,newstillsphotographywillcaptureherofoodandwineexperiences.
2.In-marketconsumeractivations
• ThesecondphaseofthecampaignwillfocusonreachingconsumersinkeyinternationalmarketsandimprovingtheirawarenessofAustralia’sfood,wineandbeveragesexperiences.
• TourismAustralia’sinternationalofficeswillworkwithlocalpartnerstocreatepromotionalideasandcampaignstoshowcaseRestaurantAustralia.Thesein-marketactivationsarelikelytoincludepop-uprestaurants,bespokeTVproductionsandtheintegrationofnewfoodandwinecreativeintocampaigns.
• Thisphasemayalsoincludeconsumeractivationsin-marketgivingthechancetowinatriptoAustraliatoexperienceourfoodandwine.
3.MediaEngagement/Advocacy“InvitetheWorld”
• ThethirdphaseofthecampaignwillfocusoninvitingkeymediaandinfluencerstotraveltoAustraliaandexperienceRestaurantAustraliafirst-hand.ThiswillincludeagaladinnertobeheldinNovember2014.
• TourismAustraliahasisworkingwithitsstateandterritorypartnerstocreateitinerariesandexperiencesthatwillbringRestaurantAustraliatolife.
• WorkingwithStateandTerritoryTourismOffices,itsmarketingpartnerWineAustralia,thetourismindustryandleadingfoodandwineidentities,TourismAustraliaislookingtoincorporatethefoodandwineexperiencemuchmorestronglyinitsglobalcampaign.
• Theaimistoexpandouralreadysuccessfulcampaign-There’snothinglikeAustralia-andgiveitadedicatedfoodandwinefocus.Itwillincludeevents,socialmedia,publicrelations,advertisingandcontentmarketingactivities.
• Forupdatesonhowtogetinvolved,industryareencouragedtosubscribetoTourismAustralia’sweeklyenewsletterEssentialsatwww.tourism.australia.com/subscribe.
• Therewillbethreephasestothisnextevolutionof‘There’snothinglikeAustralia’whichwillrolloutduring2014.Theseinclude:
1. Industry Engagement - “Rally Cry” (April/May);
2. In-market consumer activations (June/Sept);
3. Media Engagement/Advocacy - “Invite the World” (Nov).
• AsTourismAustraliadevelopsthisnextphaseofthe‘There’snothinglikeAustralia’campaignitwillkeepindustryupdatedonopportunitiestoshareinthespotlightonAustralia’sfoodandwineexperiences.
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