Restaurant Australia Update – May 2014

1. Strategy & Objectives

2. Rally Cry

3. Ignite the World

4. Invite the World to Dinner

People who have not visited don’t rate Australian food, wine and beverages...creating a perception gap

Source: Consumer Demand Project 2013, BDA

For those who previously travelled to Australia, visitors from the UK, USA, France,

India, Malaysia, Indonesia and South

Korea ranked Australia as the No. 1

destination for Food and Wine.

Objective 2Close the perception

gap of potential travellers, by moving Australia’s position as

a quality food and wine destination from

6th to 3rd.

Objective 1 Add more than $500M to food, wine and beverage expenditure by travellers

by December 2015.

A place where, every second of every day, we’re serving up

unique and brilliant food wine and beverage

experiences in awe-inspiring locations. Far from a place

with very few culinary credentials, it’s a place where everywhere you go, amazing

food, wine and beverage experiences await you.

The idea is to reframe the country as Restaurant Australia and invite the world to experience it

The campaign will be housed under There’s nothing like Australia

• Food, wine and beverages adds depth to There’s nothing like Australia

• There’s nothing like Australia brings place and people to food, wine and beverages

Closing the perception gap with the world’s biggest restaurant requires a whole of industry effort

PHASE 3 INVITE THE WORLD TO DINNER

NOVEMBER 2014

Australia invites 80 of the world’s global food critics, influencers and bloggers to

Restaurant Australia

Continue the conversation

PHASE 2 IGNITE THE WORLD

FROM 7 MAY

TA select the most unique and compelling experiences to promote around the world

Media launch 7 May: website live, $5M+ marketing and promotions across 12 International markets

PHASE 1RALLY CRY

FROM 7 APRIL 2014

Tell us your story…

Restaurant Australia

1. Strategy & Objectives

2. Rally Cry

3. Ignite the World

4. Invite the World to Dinner

Phase 1 - Rally Cry

Encourage Victoria’s operators with a food and wine focus to get involved ahead of the promotional stage by listing

stories on the campaign website

• Soft launch of content hub on April 7 – the hub able to receive content via an online form or through #restaurantaustralia

• australia.com/restaurantaustralia is key hub for content during the campaign

Share your experience at australia.com/restaurantaustralia

• Submit the best food, wine and beverage experience and you will be listed on the site.

• You will need:• your business details • a great photo • a description of your food

and wine experience that captures people, produce and place.

Share your experiences using #restaurantaustralia

• On google +, facebook, twitter and instagram, promote your best people, produce and place experiences.

• Tag with #restaurantaustralia and TA’s content curators will find it and promote it if it meets requirements.

• It won’t just be TA. The rest of the world will be able to see your experience too.

Share themed experiences

Product Pillars (Australia)

Wine story

People

Seafood

Produce

Restaurants

Experiences

Events

Key Themes (Victoria)

Iconic restaurants

Laneway experiences

Coffee obsession

Multi-cultural cuisine

Eat streets

Festivals and events

Wine regions

Trails, farm-gates and produce

Seafood and coastal villages

Micro-breweries and ale trails

What else can we do?

• Unearthing the best food and wine experiences in Victoria is critical to maintaining our credentials – encourage industry to become involved

• Submissions (photo, video and description) must be accurate and interesting in order to be selected to be profiled over and above the listing

• What is the PR angle? New news, history, personal story, quirky

What else can we do?

• Ongoing and evolving campaign – always need more new and exciting experiences to be uploaded

• Enlisting support of Regional Tourism Boards and their PR agencies

• Highlighted in industry newsletter, corporate social media channel and at ATE

Restaurant Australia

1. Strategy & Objectives

2. Rally Cry

3. Ignite the World

4. Invite the World to Dinner

Phase 2 – Ignite the World

$5 million marketing and promotion across 12 countries

• Greater China, Hong Kong, UK, USA, New Zealand, Japan, Singapore, Korea, Malaysia, Germany, India, Canada and Indonesia

• Media and consumer events

• Advertising featuring new assets

• Competitions and prizes where consumers win a trip to Australia to review Restaurant Australia during Phase 3

Examples of website structure australia.com/restaurantaustralia

Restaurant Australia

1. Strategy & Objectives

2. Rally Cry

3. Ignite the World

4. Invite the World to Dinner

Phase 3 – Invite the World to Dinner

80 key influencers and 80 consumers will experience and review Restaurant Australia

• Nation wide familiarisation program – 80 influencers will travel to different parts of the country to cover food and wine experiences on offer in every state and territory during a week long visit in November and capture their experiences through their media and online networks internationally

• Victoria will host up to 10 influencers supported by key ambassadors such as Shannon Bennett, George Calombaris, Stephanie Alexander and Ben Shewry, who will offer unique and bespoke experiences and insights