The Campaign

The world is simmering with culinary desire. With such a voracious appetite for all things gastronomic the world over, its little wonder that gourmet tourism is booming. Food and wine experiences are a key driver in holiday decision-making, yet Australia isn’t necessarily considered a premier destination for the increasing number of gourmet travelers.Our Objective was to make people aware of the unique, high-quality food and wine experiences in Australia. Idea: Inviting the world for a seat at the “WORLD”S GREATEST REASTAURANT’ – RESTAURANT AUSTRALIA.Restaurant Australia was all about bringing together the incredible stories of people, place and produce in Australia and then sharing those stories through rich and compelling content. The campaign in India took an integrated approach promoted across multiple platforms and was timed to coincide with the planning periods for Indian holidays. The campaign made India the 8th largest inbound market for arrivals as at YE March 2015.

Success of the Campaign

Indian Visitor Arrivals to Australia •Jan-March : 61,800, an increase of 42 per cent over the same period previous year •April- March 2015: 215,000, an increase of 25 per cent over the same period previous year •Making India the 8th largest inbound market for arrivals as at YE March 2015 Visitor Expenditure •For 12 months ending December 2014, Indian visitors contributed A$ 823 million to Australia’s total expenditure. •India is the 11th largest source market in terms of expenditure

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

The campaign in India took an integrated approach,with promotions on television, print, outdoor and digital platforms. Starting with the Restaurant Australia TVC, the campaign took off with a bang. With a relevant collaboration with “Masterchef Australia” on a top entertainment channel and took the collaboration onground by inviting elite audience to a “Masterchef inspired brunches’” at premium restaurants. Our partner Cox & King collaborated in our initiative on ground with special culinary experiences led packages to Australia. “Australia invites the World to dinner” initiative started by Tourism Australia. A team of 8 influential celebrities from different walks of life were sent to witness this initiative. These celebs turned into advocates where they started writing about their experiences in Australia using their own social pages, both Print & Digital. We took the campaign out of home with high impact hoarding at airports, malls and other premium outdoor sites .

Business Objective: Potential for India to be worth $1.9-2.3bn and 50 million outbound travelers by 2020 Marketing Objective:To bring Australia in the consideration set of travelers planning an international holiday Communication goal:To make people aware of the unique, high-quality food and wine experiences in Australia Consumer research identified ‘Food and wine as one of the Key drivers of holiday decision making and the most important emotive trigger. Only 26% of those of who have not been to Australia associate it with good food and wine. But amongst people who have travelled to Australia more than 60% rank it high in terms of Food & Wine.In an effort to convert the appetite for Australia as a travel destination into more visits, a campaign was evolved to include a strong focus on exceptional food and wine experiences. Idea:Inviting the world for a seat at the “WORLD”S GREATEST REASTAURANT’ – RESTAURANT AUSTRALIA