When Tourism Australia launched the ‘Restaurant Australia’ strategy in 2015, Nathan Gogoll was impressed to see the efforts to put food and wine in focus. But he questions whether the Australian wine industry actually got any traction from the promotions.
TOURISM AUSTRALIA RESEARCH, conducted across 15 of Australia’s key tourism markets, shows ‘great food, wine, and local cuisine’ is a major factor influencing holiday decision-making (at 38 per cent), ranking just ahead of world-class beauty and natural environments (37 per cent).
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’.
The main piece of promotion was a three-minute video that matched stunning scenery with mouth-watering food shots and all the action of it been gathered, prepared and served. I thought it was a terrific promotion built on a solid strategy.
But then I double checked how wine experiences were portrayed in the video. Continue reading