{"id":6715,"date":"2016-12-05T04:22:08","date_gmt":"2016-12-05T04:22:08","guid":{"rendered":"https:\/\/chinesetouristagency.com\/?p=6715"},"modified":"2016-12-05T04:22:08","modified_gmt":"2016-12-05T04:22:08","slug":"restaurant-australia-australias-new-food-and-wine-campaign-for-tourism","status":"publish","type":"post","link":"https:\/\/chinesetouristagency.com\/restaurant-australia-australias-new-food-and-wine-campaign-for-tourism\/","title":{"rendered":"\u2018Restaurant Australia\u2019, Australia\u2019s new food and wine campaign to seduce Chinese travellers"},"content":{"rendered":"<h2 style=\"text-align: justify;\"><span style=\"color: #000000;\">Tourism Australia launches a new food and wine campaign, \u2018Restaurant Australia\u2019<\/span><\/h2>\n<p style=\"text-align: justify;\"><span style=\"color: #000000;\">Until now, the different campaigns <a style=\"color: #000000;\" href=\"http:\/\/www.tourism.australia.com\/campaigns\/Food-Wine.aspx\" target=\"_blank\" rel=\"noopener\">Tourism Australia<\/a> has launched involved beautiful girls, luxurious experiences and many celebrities, like the controversial slogan \u201cWhere the bloody hell are you?\u201d However, <a style=\"color: #000000;\" href=\"http:\/\/www.campaignbrief.com\/2006\/02\/australia-to-the-world-so-wher.html\" target=\"_blank\" rel=\"noopener\">the success wasn\u2019t always the one expected<\/a>. Below is the misinterpreted but yet famous Australian commercial:<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"color: #000000;\"><div class=\"jetpack-video-wrapper\"><span class=\"embed-youtube\" style=\"text-align:center; display: block;\"><iframe loading=\"lazy\" class=\"youtube-player\" width=\"1290\" height=\"726\" src=\"https:\/\/www.youtube.com\/embed\/H-j-xD_KeI8?version=3&#038;rel=1&#038;showsearch=0&#038;showinfo=1&#038;iv_load_policy=1&#038;fs=1&#038;hl=en-US&#038;autohide=2&#038;wmode=transparent\" allowfullscreen=\"true\" style=\"border:0;\" sandbox=\"allow-scripts allow-same-origin allow-popups allow-presentation allow-popups-to-escape-sandbox\"><\/iframe><\/span><\/div><\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"color: #000000;\">This time, Tourism Australia decides to change its angle of action and to use new elements to promote tourism in Australia: food and wine. In order to do so, the company invested a lot in this campaign: $10 million, invested in the \u201cRestaurant Australia\u201d campaign.<\/span><\/p>\n<p><span style=\"color: #000000;\"><div class=\"jetpack-video-wrapper\"><span class=\"embed-youtube\" style=\"text-align:center; display: block;\"><iframe loading=\"lazy\" class=\"youtube-player\" width=\"1290\" height=\"726\" src=\"https:\/\/www.youtube.com\/embed\/0l9Agm9qRPs?version=3&#038;rel=1&#038;showsearch=0&#038;showinfo=1&#038;iv_load_policy=1&#038;fs=1&#038;hl=en-US&#038;autohide=2&#038;wmode=transparent\" allowfullscreen=\"true\" style=\"border:0;\" sandbox=\"allow-scripts allow-same-origin allow-popups allow-presentation allow-popups-to-escape-sandbox\"><\/iframe><\/span><\/div><\/span><\/p>\n<h3 style=\"text-align: justify;\"><span style=\"color: #000000;\"><strong>Australia, world\u2019s greatest restaurant <\/strong><\/span><\/h3>\n<p style=\"text-align: justify;\"><span style=\"color: #000000;\">In order to attract more tourists from all over the world, Tourism Australia studied seriously the tourism market to find out the key factors that make people decide of their travel destinations. According to consumers based research, food and wine are these key factors, they are the most important emotive trigger for consumers, ahead of world class beauty.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"color: #000000;\">In people\u2019s mind, <a style=\"color: #000000;\" href=\"http:\/\/www.tourfrombali.com\/blog\/3-things-that-surprise-australian-tourist-in-bali\/\" target=\"_blank\" rel=\"noopener\">Australia<\/a>\u2019s food and wine aren\u2019t that famous. Indeed, the gap between perceptions they have of it and actual offerings in Australia is quite big. Before having been to Australia, only 26 per cent of surveyed people thought that Australia has great food and wine; after a trip there, 60 per cent of them ranked Australia as second best country for food and wine, after the culinary giant France and ahead of Italy. Moreover, compared to China\u2019s, the US\u2019, France\u2019s, India\u2019s, Indonesia\u2019s, Malaysia\u2019s, the UK\u2019s and South Korea\u2019s, Australia\u2019s food and wine are ranked number one in the world by travelers that had traveled these countries.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"color: #000000;\">This potentiality can be measure with numbers if we know that $4 billion are spent on food, wine and culinary experiences by international visitors in Australia (2013).<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"color: #000000;\"><a style=\"color: #000000;\" href=\"https:\/\/chinesetouristagency.com\/wp-content\/uploads\/2016\/07\/south-australia-adelaide-food-and-wine-festival.jpg\" rel=\"attachment wp-att-6719\"><img loading=\"lazy\" decoding=\"async\" width=\"500\" height=\"302\" class=\"aligncenter size-full wp-image-6719\" src=\"https:\/\/chinesetouristagency.com\/wp-content\/uploads\/2016\/07\/south-australia-adelaide-food-and-wine-festival.jpg\" alt=\"south-australia-adelaide-food-and-wine-festival\" srcset=\"https:\/\/chinesetouristagency.com\/wp-content\/uploads\/2016\/07\/south-australia-adelaide-food-and-wine-festival.jpg 500w, https:\/\/chinesetouristagency.com\/wp-content\/uploads\/2016\/07\/south-australia-adelaide-food-and-wine-festival-300x181.jpg 300w\" sizes=\"auto, (max-width: 500px) 100vw, 500px\" \/><\/a><\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"color: #000000;\">\u201cRestaurant Australia is all about bringing together the incredible stories of our people, place and produce to demonstrate to the world that every day, unique and exceptional food and wine experiences are being served-up in remarkable locations, and then sharing these stories through the creation of rich and compelling content,\u201d Tourism Australia Managing Director John O\u2019Sullivan said.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"color: #000000;\">The new campaign website consists on having Australian food and wine businesses submitting their stories on social media with the hashtag \u201c#restaurantaustralia\u201d and gathering them on Tourism\u2019 Australia\u2019s online platforms.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"color: #000000;\">Australia inspired other countries to do the same, like the USA with \u201cFlavors of the USA\u201d Culinary Tourism Campaign <a style=\"color: #000000;\" href=\"http:\/\/thebrandusa.info\/federalpartnernews\/flavors-of-the-usa-culinary-tourism-campaign-launches\/\" target=\"_blank\" rel=\"noopener\">launched in 2015<\/a>, which used quite the same campaign model with partnerships with food and wine operators and communication on social medias. (More about \u201c<a style=\"color: #000000;\" href=\"http:\/\/flavors.visittheusa.com\/\" target=\"_blank\" rel=\"noopener\">Flavors of the USA<\/a>\u201d).<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"color: #000000;\"><strong>Olivier<\/strong><\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"color: #000000;\">Read on the same subject:<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"color: #000000;\"><a style=\"color: #000000;\" href=\"http:\/\/theholidayandtravelmagazine.blogspot.com\/2013\/04\/promotion-of-australia-tourism-in-china.html\" target=\"_blank\" rel=\"noopener\">Promotion of Australia Tourism in China<\/a><\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"color: #000000;\"><a style=\"color: #000000;\" href=\"https:\/\/chinesetouristagency.com\/australia-desired-destination-chinese-tourists\/\">Australia is the most desired destination for Chinese tourists<\/a><\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"color: #000000;\"><a style=\"color: #000000;\" href=\"https:\/\/chinesetouristagency.com\/10-digital-strategies-you-need-to-learn-if-you-work-in-travel-industry-in-china\/\">10 Digital Strategies you need to learn if you work in Travel industry in China<\/a><\/span><\/p>\n<h4 style=\"text-align: justify;\"><span style=\"color: #000000;\">Need to develop a digital strategy in tourism? We may be able to help you! Contact us <a style=\"color: #000000;\" href=\"https:\/\/chinesetouristagency.com\/contact-us\/\">here<\/a>.<\/span><\/h4>\n<p style=\"text-align: justify;\"><span style=\"color: #000000;\">See also one of our case study in Tourism industry: <a style=\"color: #000000;\" href=\"https:\/\/chinesetouristagency.com\/portfolio_item\/aiguemarine\/\">AigueMarine<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Tourism Australia launches a new food and wine campaign, \u2018Restaurant Australia\u2019 Until now, the different campaigns Tourism Australia has launched involved beautiful girls, luxurious experiences and many celebrities, like the controversial slogan \u201cWhere the bloody hell are you?\u201d However, the success wasn\u2019t always the one expected. Below is the misinterpreted but yet famous Australian commercial:&#8230;<\/p>\n","protected":false},"author":10,"featured_media":6717,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"jetpack_post_was_ever_published":false,"_kad_post_transparent":"","_kad_post_title":"","_kad_post_layout":"","_kad_post_sidebar_id":"","_kad_post_content_style":"","_kad_post_vertical_padding":"","_kad_post_feature":"","_kad_post_feature_position":"","_kad_post_header":false,"_kad_post_footer":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[83,82],"tags":[187,416,104,419,417,418,316,93,265],"class_list":["post-6715","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-chinese-tourists","category-tourism","tag-australia","tag-campaign","tag-china","tag-culinary","tag-food","tag-gastronomy","tag-tourism","tag-travel","tag-wine"],"acf":[],"jetpack_featured_media_url":"https:\/\/chinesetouristagency.com\/wp-content\/uploads\/2016\/07\/image.adapt_.1663.medium-1.jpg","jetpack_sharing_enabled":true,"jetpack_shortlink":"https:\/\/wp.me\/p67DXD-1Kj","_links":{"self":[{"href":"https:\/\/chinesetouristagency.com\/wp-json\/wp\/v2\/posts\/6715","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/chinesetouristagency.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/chinesetouristagency.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/chinesetouristagency.com\/wp-json\/wp\/v2\/users\/10"}],"replies":[{"embeddable":true,"href":"https:\/\/chinesetouristagency.com\/wp-json\/wp\/v2\/comments?post=6715"}],"version-history":[{"count":5,"href":"https:\/\/chinesetouristagency.com\/wp-json\/wp\/v2\/posts\/6715\/revisions"}],"predecessor-version":[{"id":6865,"href":"https:\/\/chinesetouristagency.com\/wp-json\/wp\/v2\/posts\/6715\/revisions\/6865"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/chinesetouristagency.com\/wp-json\/wp\/v2\/media\/6717"}],"wp:attachment":[{"href":"https:\/\/chinesetouristagency.com\/wp-json\/wp\/v2\/media?parent=6715"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/chinesetouristagency.com\/wp-json\/wp\/v2\/categories?post=6715"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/chinesetouristagency.com\/wp-json\/wp\/v2\/tags?post=6715"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}