Restaurant Australia - an opportunity to get involved

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Restaurant Australia - an opportunity to get involved

  1. 1. Restaurant Australia - An opportunity to get involved May 2014
  2. 2. Restaurant Australia 1. Strategy and objectives 2. Campaign components 3. The opportunity for you to get involved 4. The benefits
  3. 3. Restaurant Australia 1. Strategy and objectives 2. Campaign components 3. The opportunity for you to get involved 4. The benefits
  4. 4. People who have not visited don’t rate Australian food, wine and beverages...creating a perception gap Source: Consumer Demand Project 2013, BDA
  5. 5. 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.
  6. 6. Objective 2 Close 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.
  7. 7. 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
  8. 8. Restaurant Australia 1. Strategy and objectives 2. Campaign components 3. The opportunity for you to get involved 4. The benefits
  9. 9. 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
  10. 10. 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 1 RALLY CRY FROM 7 APRIL 2014 Tell us your story…
  11. 11. Tourism Australia will publicise the rally cry to industry in a media partnership with News, Google and Fairfax
  12. 12. Restaurant Australia 1. Strategy and objectives 2. Campaign components 3. The opportunity for you to get involved 4. The benefits
  13. 13. 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
  14. 14. The world’s biggest restaurant starts with you. Restaurant Australia needs your help. Step 1: Define your experience Step 2: Share your experience Step 3: Get ready to continue the conversation
  15. 15. What is your best food, wine and beverage experience? Does it incorporate people, produce and place? Step 1: Define your experience
  16. 16. 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
  17. 17. 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
  18. 18. Example of website structure australia.com/restaurantaustralia Step 2: Share your experience *****To be updated with screen grabs once launch has occurred
  19. 19. Example of website structure australia.com/restaurantaustralia Step 2: Share your experience *****To be updated with screen grabs once launch has occurred
  20. 20. 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
  21. 21. 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
  22. 22. How easily can your business be found online? Step 3: Get ready to continue the conversation
  23. 23. Google+ Business – Be there when customers look for you online It allows you to: Get on Google 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
  24. 24. 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
  25. 25. ATDW is another place you can be found. Check that your listing is up-to-date Step 3: Get ready to continue the conversation
  26. 26. 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
  27. 27. Restaurant Australia 1. Strategy and objectives 2. Campaign components 3. The opportunity for you to get involved 4. The benefits
  28. 28. Your experience could feature in influential food, wine, beverage publications led by News or Fairfax
  29. 29. 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
  30. 30. 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+
  31. 31. Thank you Together we can show the world why There’s nothing like Australia for amazing culinary experiences

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