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Tourism Australia
Repositioning the continent of Australia as the world's greatest restaurant

RAN IN: China, United States, Japan, United Kingdom

CLIENT
Tourism Australia

Nick Baker, Chief Marketing Officer
Matt McInnes, General Manager Consumer Marketing

AGENCY
Clemenger BBDO *Lead Agency

Emily Perrett, Head of Account Service
Paul Nagy, Executive Creative Director
Rob Dougan, Senior Planning Director
Al Crawford, Executive Planning Director
Rob Harding-Smith, Brand Planner


OMD (Pyrmont) *Lead Agency

Dan Clark, Media Global Head
Mat Rawnsley, Mat Rawnsley


Mango Australia

Elly Hewitt, Managing Director


Zoom


Maven Productions


SUMMARY

Perceptions of countries are notoriously slow moving but the Restaurant Australia campaign shifted perceptions of Australia rapidly. Australia's global ranking as a "destination with good food and wine" rose from tenth to sixth in just three years. Pretty good for a country with no culinary heritage or easily recognizable national dish. The crucial test of the campaign is "money in the bank" for the Australian economy and tourism industry. The campaign generated an additional $549m visitor spending on food and wine; $49m over target and three months ahead of schedule.

CASE VIDEO


Objectives: Increase sales, volume

Type: Business to Consumer

Classification: Multinational

Language: English