Restaurant Australia media release

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

media release restaurant australia france

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

Learn more

christophe michalak australia

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

digital influencers Australia

Results

5 blog articles

1 video

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 event france

Press trips Sport & Style

10 pools made in Sydney (December 2015)

+

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

sport et style

press trip red centre australia

Restaurant Australia food truck

Restaurant Australia campaign – Consumer activation France

Sept 12 – Oct 4, 2014

Location : Paris, France

restaurant australia food truck

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