Post on 01-Nov-2014
description
Restaurant Australia - An opportunity to get involvedMay 2014
Restaurant Australia
1. Strategy and objectives
2. Campaign components
3. The opportunity for you to get involved
4. The benefits
Restaurant Australia
1. Strategy and objectives
2. Campaign components
3. The opportunity for you to get involved
4. The benefits
People who have not visited don’t rate Australian food, wine and beverages...creating a perception gap
Source: Consumer Demand Project 2013, BDA
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.
Objective 2Close 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.
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
Restaurant Australia
1. Strategy and objectives
2. Campaign components
3. The opportunity for you to get involved
4. The benefits
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
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 1RALLY CRY
FROM 7 APRIL 2014
Tell us your story…
Tourism Australia will publicise the rally cry to industry in a media partnership with News, Google and Fairfax
Restaurant Australia
1. Strategy and objectives
2. Campaign components
3. The opportunity for you to get involved
4. The benefits
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
The world’s biggest restaurant starts with you.
Restaurant Australia needs your help.
Step 1: Define your experienceStep 2: Share your experience
Step 3: Get ready to continue the conversation
What is your best food, wine and beverage experience?Does it incorporate people, produce and place?
Step 1: Define your experience
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
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
Example of website structure australia.com/restaurantaustralia
Step 2: Share your experience
*****To be updated with screen grabs once launch has occurred
Example of website structure australia.com/restaurantaustralia
Step 2: Share your experience
*****To be updated with screen grabs once launch has occurred
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
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
How easily can your business be found online?
Step 3: Get ready to continue the conversation
Google+ Business – Be there when customers look for you online
It allows you to:
Get onGoogle 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
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
ATDW is another place you can be found. Check that your listing is up-to-date
Step 3: Get ready to continue the conversation
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
Restaurant Australia
1. Strategy and objectives
2. Campaign components
3. The opportunity for you to get involved
4. The benefits
Your experience could feature in influential food, wine, beverage publications led by News or Fairfax
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
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+
Thank you
Together we can show the world why There’s nothing like Australia for amazing culinary experiences