Campaign media release
Targets : food and wine, lifestyle and travel media ; digital influencers, France
Media release author : Sabrina Pessanha Foucaud
Graphic design : Article Onze agency
Client : Tourism Australia
French VIP visits Australia
Christophe Michalak – Pastry chef, France
Context : as part of the Restaurant Australia campaign, Tourism Australia invited the famous French pastry chef Christophe Michalak and his wife to take part in personalised tours throughout Australia.
Date : November 2014
Locations : Sydney ; Brisbane ; Hobart (Australia)
Project management : Sabrina Pessanha Foucaud c/o Article Onze Tourisme
Digital influencers in Australia part I
Media visit – French digital influencers
Date : February 2014
Location : Gold Coast (New South Wales), Australia
Participants : MakeMyLemonade (Lisa) ; Jenesaispaschoisir.com (Juliette)
Coordination : Sabrina Pessanha Foucaud c/o Article Onze Tourisme
Client : Tourism Australia
Results
Instagram posts
Restaurant Australia campaign launch
Media event in Paris
Date : June 2014
Location : Atelier Alain Cirelli, Paris (France)
30 food & wine journalists
Coordination : Sabrina Pessanha Foucaud c/o Article Onze Tourisme.
Client : Tourism Australia
Press trips Sport & Style
10 pools made in Sydney (December 2015)
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On a marché sur la terre rouge (May 2016)
A press trip arranged by Tourism Australia for the high-end lifestyle magazine, Sport & Style (France). Back home, media published 2 large stories : one about Sydney pools, and a second story about Australia‘s Red Centre.
Media outlet circulation : 200,000 copies
Estimated media value : 240,000 €
Coordination : Sabrina Pessanha Foucaud c/o Article Onze Tourisme.
Client : Tourism Australia
Click on the below images to read full article
Restaurant Australia food truck
Restaurant Australia campaign – Consumer activation France
Sept 12 – Oct 4, 2014
Location : Paris, France
Context
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.
Learn more about this campaign
Media results
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
