Backed by consumer research which corroborates the new-age trend in India of people travelling on their belly, Tourism Australia has evolved their marketing campaign, ‘There’s Nothing like Australia’ to include a strong focus on exceptional food and wine experiences. In an effort to convert the appetite for Australia as a travel destination into more visits, this campaign is based on the idea of Australia being the world’s greatest restaurant, ‘Restaurant Australia’. The new creative for , ‘Restaurant Australia’ has been developed by Tourism Australia’s global creative agency Clemenger BBDO, with Mark Toia directing the new food and wine ‘chapters’ of the broadcast ad. Digital elements of the campaign have been developed by DT Digital.
Key elements of this global campaign include new advertising creative including broadcast ad (for TV, cinema and online mediums) and print, a strong focus on using digital channels, social media and advocacy, a dedicated hub for Australian businesses to share their food and wine experiences with the world (www.australia.com/restaurantaustralia) and attendance by 80 international media and key food and wine influencers (including five celebrity chefs and restaurateurs from India) at the ‘Invite the World to Dinner’ gala event at Museum of Old and New Art (MONA) in Tasmania.
Nishant Kashikar, Country Manager, India & Gulf, Tourism Australia said, “Australia’s food and wine experiences is one of its strongest assets and the growing trend amongst Indians of indulgence in gourmet experiences and food inspired travel is the perfect time for the launch of the Restaurant Australia campaign here. The winning combination of people, place and produce is at the core of the campaign and will be communicated through advertising, PR and content integration activities. The campaign is expected to whet the appetite amongst potential travellers and tempt more Indians to travel for a taste of Australia.”
Australia witnessed the highest growth in Indian arrivals in a single month achieved during the past seven years for May 2014, with a remarkable 39 per cent increase over previous year. There were 17,000 visitors from India during June 2014, bringing the total for the six months to June to 99,500, an increase of 19.3 per cent relative to the same period previous year. Arrivals from India are expected to perform well, with an average annual financial year growth rate of 7.2 per cent through to the financial year 2020-21
