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.

Next steps