Restaurant Australia campaign – Consumer activation France
Sept 12 – Oct 4, 2014
Location : Paris, France
Tourism Australia’s research conducted across 15 of Australia’s key tourism markets showed that great food, wine, and local cuisine is a major factor influencing holiday decision making (at 38%), ranking third ahead of world class beauty and natural environments (37%).
To narrow the perception gap between those who have visited Australia and those who have not, Tourism Australia developed the idea that Australia could be the world’s greatest restaurant – Restaurant Australia.
In response to the growing demand globally for food and wine as part of the travel experience, Tourism Australia put the spotlight on Australia’s finest array of produce served in the most stunning locations in the world.
Throughout 2014 and 2015, Restaurant Australia marketing campaign focused on Australia’s strengths in food and wine as well as other world-class experiences.
Media coverage : over 40 articles (print, online media and blogs)
Estimated media value : 300 K€
Coordination : Lidwine Bernardin & Sabrina Pessanha Foucaud c/o Article Onze Tourisme agency
Client : Tourism Australia