TA - RA

ISSUE:

In a competitive environment, Australia has to fight to overcome the barriers of long-distance and high-cost holidaying.

Research conducted by Tourism Australia found that great food, wine and local cuisine is a major factor in travel decision-making. This research also uncovered that, of people from our key international tourism markets who haven’t travelled down under, only 26% associated Australia with great food and wine, yet after visitation, this figure jumped to 60%.

Mango was engaged to change perceptions and arm international Tourism Australia teams with the tools and content they needed to activate Restaurant Australia in their markets.

IDEA:

We worked with Tourism Australia to deliver Restaurant Australia, serving up the best, most unique food and wine experiences in remarkable locations, every day over a nine month campaign period.

We wanted to invite the right people to take a seat at the table to experience Australia’s culinary diversity and to share their memories. In a world driven by influence and opinion, guests needed to be able to inspire and inform. Just as any new restaurant would, the Restaurant Australia campaign spread the word by inviting people in. In an experience like never before, we would Invite The World To Dinner.

During the multi-day familiarisation program, 86 international food and wine influencers embarked on a tailored itinerary where they’d experience extraordinary places, meet passionate people and enjoy the best food and wine experiences Australia has to offer.

Their trip culminated in Hobart, where international guests joined local ambassadors and industry for the Invite the World to Dinner Gala event, held at MONA.

To hero our extraordinary produce and spearhead Restaurant Australia, Neil Perry AM, Peter Gilmore and Ben Shewry were engaged as the Restaurant Australia Head Chefs and plate up for international guests and domestic influencers.

A key tactic in the Restaurant Australia campaign was ensuring the content we were creating was shared as far and wide as possible – with media, stakeholders and industry. Our team created the Restaurant Australia media hub – an online portal where media and industry could subscribe for eDM updates and also download the latest information and content from the Restaurant Australia newsroom.

By the end of the campaign, we had over 500 subscribers globally, with over 100 items of downloadable content available.

IMPACT:

  • The 86 international influencers we engaged had a collective reach of 1.36 billion
  • 1,200 items of domestic coverage with a reach of over 66 million
  • #RestaurantAustralia has been used over 34,000 times, sharing consumers’ Restaurant Australia stories with the world