2. Restaurant Australia
1. Strategy and objectives
2. Campaign components
3. The opportunity for you
to get involved
4. The benefits
3. Restaurant Australia
1. Strategy and objectives
2. Campaign components
3. The opportunity for you
to get involved
4. The benefits
4. People who have not visited don’t rate Australian food,
wine and beverages...creating a perception gap
Source: Consumer Demand Project 2013, BDA
5. 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.
6. Objective 2
Close 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.
7. 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
8. Restaurant Australia
1. Strategy and objectives
2. Campaign components
3. The opportunity for you
to get involved
4. The benefits
9. 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
10. 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 1
RALLY CRY
FROM 7 APRIL 2014
Tell us your story…
11. Tourism Australia will publicise the rally cry to industry in a media
partnership with News, Google and Fairfax
12. Restaurant Australia
1. Strategy and objectives
2. Campaign components
3. The opportunity for you
to get involved
4. The benefits
13. Unearthing the best food, wine and beverage experiences is
critical to raising our credentials
• Tourism Australia’s editorial team
will see all experiences
• The most unique and compelling
experiences that focus on people,
produce and place will be selected
• These experiences will be promoted
around the world on multiple
platforms
Off Piste, SA
14. The world’s biggest restaurant starts with you.
Restaurant Australia needs your help.
Step 1: Define your experience
Step 2: Share your experience
Step 3: Get ready to continue the conversation
15. What is your best food, wine and beverage experience?
Does it incorporate people, produce and place?
Step 1: Define your experience
16. Share your experience via Tourism Australia’s key digital channels
Restaurant Australia digital channels
include:
• australia.com/restaurantaustralia
• Facebook.com/SeeAustralia
• Google+australia
• Twitter #restaurantaustralia
• Instagram #restaurantaustralia
Step 2: Share your experience
‘How to video’ - http://restaurant.australia.com/list-your-business.html
******Will need to update link once launch – making sure still
works
17. Share your experience at australia.com/restaurantaustralia
• Submit your best food, wine and
beverage experience from 7 April
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.
Step 2: Share your experience
18. Example of website structure australia.com/restaurantaustralia
Step 2: Share your experience
*****To be updated with screen grabs once launch has occurred
19. Example of website structure australia.com/restaurantaustralia
Step 2: Share your experience
*****To be updated with screen grabs once launch has occurred
20. 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.
Step 2: Share your experience
21. Share your experiences on Facebook
• Post your food and wine
experiences directly onto our wall
using high res images accompanied
by short and sharp text
• Include where the image was
taken and if you have a short story
behind it you can include that as
well
• If you have a quirky fact that
relates to your image you can also
post that – this could then be re-
posted onto our Google + profile
Step 2: Share your experience
Margaret River Discovery, WA
22. How easily can your business be found online?
Step 3: Get ready to continue the conversation
23. Google+ Business – Be there when customers look for you online
It allows you to:
Get on
Google Maps
Show what makes
your business
unique
Showcase
photography
Post special
events
Connect directly
with customers
Show up on the
web
Step 3: Get ready to continue the conversation
Be found across
devices
Receive customer
reviews
Sign Up for free at: http://www.google.com.au/+/business
24. Google will give you support if you need it
• 1800 business hours phone support
with Google experts for participating
businesses who sign up for Google
AdWords or AdWords Express during
7 May – 30 November 2014
• Helpful hints webinars for businesses
signed up to the Restaurant Australia
initiative between 7 May – 30
November
• A one page PDF step-by-step guide
available on the Restaurant Australia
website, helping businesses get the
most from their Google+ Business
page
Step 3: Get ready to continue the conversation
25. ATDW is another place you can be found.
Check that your listing is up-to-date
Step 3: Get ready to continue the conversation
26. Continue the conversation to help change Australia’s food, wine
and beverage perception
• Restaurant Australia will continue as
long as you want it to
• Keep highlighting unique food, wine
and beverage experiences
• Encourage your customers to
promote your experiences
• Keep using #restaurantaustralia
Step 3. Get ready to continue the conversation
27. Restaurant Australia
1. Strategy and objectives
2. Campaign components
3. The opportunity for you
to get involved
4. The benefits
28. Your experience could feature in influential food, wine,
beverage publications led by News or Fairfax
29. Your experience could be seen by millions globally across Tourism
Australia’s (and STO’s) owned channels
11M+ UVs for Australia.com (per annum)
5.4M+ fans
102K+ followers
545K+ followers
1M+ followers
30. A $2.8M pan Asia media campaign in 8 key markets will also drive
significant traffic to australia.com/restaurantaustralia
TV will reach 200 million+ viewers Digital will reach 21 million+
31. Thank you
Together we can show the world why There’s nothing like
Australia for amazing culinary experiences
Notas do Editor
At present, for non-visitors, we rank well below the culinary giants of France and Italy and even below Germany, when it comes to places to visit for food and wine. Only 26% of those who have not been to Australia associated Australia with good food and wine. That figure rose to 60% amongst those who have visited. It’s a perception gap we can close as we know that as a destination we can deliver excellent food and wine.What an opportunity for Australia.
This is not a new campaign. There’s nothing like Australia is the campaign, that isn’t changing. Food, wine and beverages just add depth to the campaign.
Phase 1 is the rally cry and it launched on 7 April with a soft launch of the content hub. From this date, the hub will be able to receive content via an online form, or through the #restaurantaustralia.Tourism Victoria has been working Tourism Australia and industry associations to ensure industry are aware of this phase of the campaignDuring the Rally Cry phase and beyond we need you to encourage the Victorian industry to upload their food, wine and beverage experiences on the content hub Australia.com/restaurantaustralia. A dedicated TA content team will be constantly monitoring the submitted content in order to select the most unique and compelling experiences to promote both on the content hub and via social media.Phase 2 is Ignite the World. During this phase, Restaurant Australia activity will launch across 12 key markets, including media and consumer events as well as advertising featuring the new TNLA assets. In addition, activity may include competitions and prizes where consumers win a trip to Australia to review Restaurant Australia during Phase 3 - Invite the World to Dinner.Phase 3 is Invite The World to Dinner. TA will invite 80 of the world’s most influential food and wine critics, bloggers, chefs, personalities etc to Australia to try our amazing culinary experiences. They will be hosted on a famil by all 8 STOs and their trip will end with a Gala Event. These global influencers will return home and continue to share our food, wine and beverage stories with the world.The great thing about this campaign is unlike traditional media buys Restaurant Australia continues to live and breathe if you continue the conversation. This campaign doesn’t have an end date that ends with the last time our TV was on air. The markets being covered as part of the campaign include Greater China (inc Hong Kong), UK, USA, NZ, Japan, Singapore, Korea, Malaysia, Germany, India, Canada and Indonesia
Tourism Australia is partnering with News, Google and Fairfax in order to promote the Rally Cry and to encourage all of industry to participate at australia.com/restaurantaustralia (details in following pages)While this is largely targeting an international audince….it will have a domestic HALO effect as well given these media partnerships.
It’s important to remember that in order to change perceptions of Australia’s food and wine experiences, only the best, most compelling content will be promoted, and that it’s not possible to promote every experience that’s submitted to the content hub Australia.com/restaurantaustraliaSeeking your help to engage with the Victorian industry and encourage them to become involved – we want Victoria to be well represented across the campaign as we all know food and wine is one of our key strengths.The Victorian industry need to ensure their submissions (both the photo, video and the description) is as accurate and interesting as it can be is the best way to be selected to be profiled.THIS LATEST TA INITIATIVE TAKES WHAT HAS LONG BEEN ONE OF VICTORIA’S GREATEST COMPETITIVE STRENGTHS AND TURNS THIS INTO A NATIONAL PROPOSITION. WE NEED TO MAKE SURE THAT VICTORIA IS WELL-REPRESENTED AND THAT WE REMAIN FRONT AND CENTRE IN THE PROMOTION OF RESTAURANT AUSTRALIA IF WE ARE TO PROTECT OUR COMPETITIVE EDGE.
Unlike other campaigns this campaign will really highlight the best of the best so it’s important that Victorian industry put their best food forward. It is important to remember that the strategy of Restaurant Australia is to highlight the key pillars of “People, Place, Produce”. It’s not about only one of the three pillars it’s about the combination of people, place and produce. One can be the hero but all three should exist.Industry need to perhaps brainstorm what their best food, wine and beverage story is? Does it capture what is truly unique about the Australian experience, people, produce and places? What image and words do they have that brings their experience to life?
It’s important that industry make their submissions really relevant to the strategy, as this is what will be used to determine what becomes an experience Tourism Australia promotes more heavily.Video link – this video is a good tool to encourage industry to view- explains what TA are looking for in their content submissions.
This is the form on which content can be submitted, and this is the information that the content team will receive in order to consider whether they will promote the experience.It’s important to make this content really compelling as this is what will be used to determine whether your business becomes an experience we promote.Important to note – you can enter multiple experiences for your business. May be different experiences for each of the 7 pillars – Restaurants, Wine, Produce, Festivals, People, Experiences, Seafood. Remember to think about video, images, awards, quirky facts, seasonal produce, quotes etc which can be used to differentiate your experience.Each submission will receive a listing – the more interesting and informative your submission, more likely it will be profiled and showcased to a greater extent – and potentially have TA develop more content around the experience.
Example of the home page and Victoria page – examples only and the best place to see the pages in on australia.com/restaurantaustralia
Example of experience profile, and the listing page which all submissions will be added to
Sharing experiences using #restaurantaustralia is easy. If industry have a facebook page, google plus, twitter or instagram account, post on Australia’s page and just type #restaurantaustralia at the end of their comment. This will allow Tourism Australia’s social media content team to see their commentary.For Facebook TA want stunning high res images, ideally 300dpi, that showcase Restaurant Australia experiences. Beautiful images which show a food & wine experience set within a unique or stunning location. Tagging with #restaurantaustraliagives TA permission to repost it onto our own social media platforms or on to Australia.com/restaurantaustralia. For Twitter & Instagram the images don’t have to be as high res as 300dpi. For instagramTA also want 15 second videos that capture a food & wine experience, destination or event in an engaging, hip and visual way. Twitter TA will be looking to retweet links to interesting food and wine themed articles, quotes from influential chefs and foodies, links to video content and Instagram photos that showcase food, wine and destination.
For Google + TA will be looking for beautiful food/destination themed images accompanied by an interesting or quirky fact about the location or the food/wine produced there. Fans are unable to post directly onto our Google + page, but TA choose their features from images and facts that have been posted onto TA’s Facebook wall so it’s best to put them there.
Tourism Australia have partnered with Google to ensure Australia’s food and wine experiences can be found more easily by consumers.With a significant focus on food and wine, it’s important Victoria’s industry can be found wherever customers are searching for them.
Google+ Business provides the food, wine and beverage industry with a free permanent presence across Google search, maps, Google+ and mobile that is as easy to find overseas as around the corner.It is easy to sign up and all of the content will be localised and translated for FREE.For businesses who choose to promote their Google+ page or website with Google AdWords or AdWords Express, 1800 business hours phone support and training webinars will be available between 7 May – 30 November 2014.
Please encourage industry to ensure their Australian Tourism Data Warehouse (ATDW) listing is up-to-date.
Key here – launch on 7th May – but want to continually add great Victorian content and evolve the story – so continue to upload throughout the campaign.
Fairfax will curate and feature key food & wine experiences nationally in a 20 week editorial series in Good Food Sydney and Melbourne.It will reach over 1.5 million SMH and The Age readers each week.The content they create will also be syndicated to their online platforms to 1.6 million daily unique browsers. The activity will culminate in four-page wrap of Good Food in Sydney and Melbourne.The partnership with News will include a 4 week sponsorship of taste and Escape across 5 capital cities. Ads will also run in 114 newspapers nationally.
Australia has the biggest facebook, instagram and Google+ of any destination – take advantage of it by encouraging industry to post/tweet their best food and wine experiences on TA’s destination pages. Even if it’s not promoted by TA, it can be seen by thousands if not millions of people.
Pan Asia campaign focussing on food and wine will be promoted across eight key markets in Asia - China, India, Japan, Korea, Singapore, Malaysia, HK, Indonesia – AND WILL KICK OFF FOLLOWING THE LAUNCH ON 7 MAYThe campaign will use new TV, digital and print assets developed in conjunction with the STOs and the call to action will be australia.com/restaurantaustralia
Seeking your help to communicate and inspire Victorian industry to get involved in campaign and upload their amazing food and wine experiences.Want to make sure that Victoria is showcased in best light – and really highlight the amazing strength Victoria has with F&W experiences.While rally cry launched on 7th May – ongoing and evolving campaign – so always need more new and exciting experiences to be uploaded.
