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

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usA

2222

visiTed AusTrAliA

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iTAlY 58jApAN 40spAiN 34

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usA

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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

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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