Barossa Valley features in Tourism Australia’s new food and wine advertising campaign
The SA Government this morning unveiled its new Adelaide. Breathe ad campaign.
AUSTRALIA boasts some of the best food and wine on the planet but according to research by Tourism Australia, the rest of the world doesn’t know it.
The findings inspired a new international ad campaign called ‘Restaurant Australia’, which features the Barossa Valley.
“The research that we did showed that the rest of the world doesn’t actually rate us for our food and wine — except for the people who have actually visited Australia,” said Tourism Australia’s chief marketing officer Nick Baker.
“Once people come they see how great it is so we’ve got this perception that we’ve got to change. We’re going out to different places in the country to really bring the food and wine experiences to life and show them to the world.”
Tourism Australia shoots footage for its new food and wine TV campaign
Tourism Australia shoots footage for its new food and wine TV campaign
The $2 million campaign will update the existing ‘There’s Nothing Like Australia’ television ad.
The concept is the brainchild of national creative agency Clemenger BBDO.
Filming, led by director Mark Toia kicked, off at Barossa’s Hentley Farm winery and restaurant.
“We shot a beautiful hot air balloon taking off and landing at the back of the winery,” said Mr Toia. “It’s going to be amazing. Even though the weather has been average the Barossa has really turned on a great palette of colour and texture.”
Other scenes, filmed over 20 days nationwide, include sailing through Sydney Harbour, dinner at Quay restaurant, a helicopter ride over the Whitsundays, a private seafood lunch on Hamilton Island’s Whitehaven Beach, catching and barbecuing lobster on Rottnest Island, sampling produce at Canberra’s Poacher’s Pantry, oyster shucking in Tasmania, dinner and cocktails at Melbourne restaurant Cookie and dining under the stars at Longitude 131 in the Northern Territory.
For Hentley Farm owner Keith Hentschke, the opportunity to focus the global spotlight on the Barossa is invaluable. “Opportunities like this don’t come up that often,” Mr Hentschke said.
Tourism Australia shoots footage for its new food and wine TV campaign
“Our vision has always been quintessential Australian; beautiful old buildings built in the 1880s, a big creek, big gum trees ... it’s very much an Australian setting. We’ve always been proud of what we’ve got but it’s thrilling to think that there’s the chance of it being showcased to the whole world.”
The campaign, which will cost $2 million to produce, launches in May and will be broadcast in up to 20 of Australia’s key international markets.
Approximately 327,300 international tourists visited Adelaide last year and contributed about $2.8 billion to the annual $5 billion tourism industry.
Take a look at the eerie new TV commercial made to promote the Barossa Valley as Australia's premier food and wine destination.
“That ad played out to people who had a bit of an understanding about the Barossa whereas the rest of the world doesn’t,” Mr Baker said.
“It’s that sense of people, place and product that we’re trying to get across in ‘Restaurant Australia’ and I think we can bring that out just by showing the incredible experiences that are here, the warmth of people and that sense of welcome.”
Source: news.com.au - 16 March 2014
