Food and wine strategy - Tourism Australia
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Food & Wine Positioning
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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.
Transcript of Food and wine strategy - Tourism Australia
Food & Wine Positioning
Background
FROM:
A$70BN in o/night spend in 2009
TO BETWEEN:
A$115-$140BN in o/night spend in 2020
Our Vision
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%
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 60iTAlY 57spAiN 33
GermANY 31jApAN 29
mexiCO 24ArGeNTiNA
usA
2222
visiTed AusTrAliA
FrANCe 66
iTAlY 58jApAN 40spAiN 34
GermANY 34hONG kONG 31ThAilANd
usA
3029
25ArGeNTiNA
Background
AusTrAliA 26
ThAilANd 21
AusTrAliA 60
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
Insights
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
Objectives
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.
All housed under “ There’s Nothing Like Australia”
FOOD & WINETHERE’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
Advisory and Steering GroupsiNdusTrY 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 CheesmANWine austRalia
jeremY Oliver
miChAel hOdGsON
sOuTh AusTrAliAN TOurism COmmissiON The AusTrAliAN TrAde COmmissiON (austRade)
jAmes GOsper
mATT sTONe
TOurism viCTOriA FeliCiA mAriANiMd austRalian touRisM expoRt CounCil
lisA hudsON
miChAel mOOre
TOurism WesTerN AusTrAliA keN mOrrisONCeo touRisM and tRanspoRt FoRuM
luke mANGAN
sTuArT riGG
TOurism NOrTherN TerriTOrY
TOurism TAsmANiA
AusTrAliAN CApiTAl TOurism
CrAiG WiCkhAmtouRisM industRy
BeNjAmiN COOperCheF
peTer GAGOpenFolds Wine
Neil perrYCheF
shANNON BeNNeTTCheF
kYlie kWONGCheF
kATe lAmONTCheF, touRisM austRalia BoaRd MeMBeR
The Platform
Welcoming Openness · Characters
Multicultural
People
Weather · Sunshine Outstanding
Natural Beauty
PlaceFresh · Sustainable Diversity · Safety
Island Nation
Produce
FREE THINKING• To experiment
• From convention• Multicultural
OPEN• Natural beauty• Open air dining
• Ease
FRESH• Unpretentious
• Diversity• Food security
People
PlaceProduce
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.
Our Flavours.
Fresh Thinking.
Open Air.
Fresh Thinking, Open Air, Our Flavours
EVENTSEXPERIENCESRESTAURANTSPRODUCE SEAFOODPEOPLEWINE STORY
PROOF POINTS
FOOD & WINE TRAILS•
Our Creative Challenge
• 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
The Idea
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
Food And Wine Film
