Andrew McEvoy, Managing Director, Tourism Australia; Nick Baker, Executive General Manager, Consumer Marketing, Tourism Australia and James Gosper, General Manager - Market Development, Wine Australia presented on the jointly funded food and wine strategy.
4. This year, Tourism Australia
conducted a Consumer
Demand Research Project
in fifteen of Australia's key
tourism markets.
The research identified that
Food and Wine was a key
factor in holiday decision
making and the most
important emotive trigger,
closely followed by world
class beauty.
Background
A safe and secure destination. 47%
A destination that offers value for money. 39%
World class beauty & natural environments. 37%
Interesting attractions to visit. 36%
Rich history and heritage. 30%
Friendly and open citizens, local hospitality. 27%
A family friendly destination. 22%
Spectacular coastal scenery. 20%
Clean cities, good infrastructure. 19%
Good food, wine, local cuisine and produce. 38%
5. Only 26% of those who
have not been to Australia
associated Australia with
'good food and wine'.
That figure rose to
60% amongst those
who have visited.
NOT visited Australia
FRANCE 60
ITALY 57
spain 33
germany 31
japan 29
mexico 24
aRGENTINA
usa
22
22
visited Australia
FRANCE 66
ITALY 58
JAPAN 40
SPAIN 34
GERMANY 34
hong kong 31
thailand
usa
30
29
25argentina
Background
australia 26
THAILAND 21
AUSTRALIA 60
6. 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.
Background
8. Significant perception
gap on the quality of
Australia's food and
wine offering.
1.
Food and wine is a key
driver of tourism.
2.
People travel to
experience difference.
There is a need to
define and differentiate
Australia's food and
wine experiences.
3.
Food and wine is
a missing ingredient
we can use to
reignite people's
passion for Australia
and help overcome
over-familiarity.
4.
Branding for food
and wine is largely
being done by
Outback Steakhouse,
Yellowtail Wines
and Fosters.
5.
Insights
10. Objective 2.
To give people another
reason to choose Australia
and move it up in
consideration.
Objectives
Objective 1.
Develop a positioning
for Australian food and
wine to strengthen the
tourism offering and tap
into the global food
and wine trend.
11. All housed under
“ There’s Nothing Like Australia”
FOOD & WINE
THERE’S
NOTHING LIKE
AUSTRALIA
Food & Wine adds depth and substance to There’s Nothing Like Australia
There’s Nothing Like Australia brings place and people to Food & Wine
12. Advisory and Steering Groups
Industry EngagementSTO ADVISORY COMMITTEEFood and Wine
Advisory Committee
Angus McPherson
Lyndey Milan
Destination New South Wales John Hart
Restaurant and Catering Australia
Hayley Baillie
Maggie Beer
Tourism and Events Queensland Andrew Cheesman
Wine Australia
Jeremy Oliver
Michael Hodgson
South Australian Tourism Commission The Australian Trade Commission
(Austrade)
James Gosper
Matt Stone
Tourism Victoria Felicia Mariani
MD Australian Tourism Export Council
Lisa Hudson
Michael Moore
Tourism Western Australia Ken Morrison
CEO Tourism and Transport Forum
Luke Mangan
Stuart Rigg
Tourism Northern Territory
Tourism Tasmania
Australian Capital Tourism
Craig Wickham
Tourism Industry
Benjamin Cooper
Chef
Peter Gago
Penfolds Wine
Neil Perry
Chef
Shannon Bennett
Chef
Kylie Kwong
Chef
Kate Lamont
CHEF, Tourism Australia Board Member
15. FREE THINKING
• To experiment
• From convention
• Multicultural
OPEN
• Natural beauty
• Open air dining
• Ease
FRESH
• Unpretentious
• Diversity
• Food security
People
PlaceProduce
16. There are three reasons why
Australia offers food and wine
experiences like nowhere else:
Our produce – it’s as fresh
and diverse as the unspoilt
and varied land it comes from.
Our people – we’re not
bound by tradition, so there’s
a freedom and creativity to
our food and wine culture.
Our place – it’s what we’re
famous for. Whether you eat
in the open air, or even in the
big cities, you’ll find there are
breathtaking backdrops to
match.
20. • Provoke immediate reappraisal: from blank canvas to culinary excellence
• Bring all three elements of the positioning together under one umbrella
• Work with the grain of brand Australia
• Sit under TNLA, but deliver a clear and unequivocal ‘food and wine’ message
• Simple and easily translatable
• Premium without pomposity
• Durable and involving
Our Creative Challenge
30. We reframe Australia the country, as ‘Restaurant Australia’ – a place where, every second
of every day, we’re serving up unique and brilliant food and wine experiences in awe-inspiring
locations. Far from a place with very few culinary credentials, it’s a place where everywhere
you go, amazing food and wine experiences await you.
It’s yet another reason why ‘There’s nothing like Australia’.
The Idea