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