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In 2014 Tourism Australia launched the latest evolution of ‘There’s nothing like Australia’, with exceptional food and wine experiences from around the country playing a starring role in an effort to convert the global appetite for Australia as a travel destination into more visits. The campaign was based on the idea of Australia being the world’s greatest restaurant, ‘Restaurant Australia’.
In 2017, to solidify Australia’s position as a must-visit gastronomic tourism destination, Tourism Australia needed to build on the momentum created by the first two phases of ‘Restaurant Australia’. Tourism Australia’s sponsorship of The World’s 50 Best Restaurants 2017 provided an opportunity to bring the world’s most influential food and wine people to Australia to inspire, inform and earn their advocacy of Australia’s food and wine scene.
This product is delivered as an 11-page PDF, with background, objectives, strategy, execution and results, as well as imagery.