In a year of highlights, one of the most exciting was the Restaurant Australia campaign launch
This year has been an amazing year for the Association and for the industry—the Restaurant Australia campaign has certainly been part of what has defined 2014. This important international campaign has highlighted to the world our wonderful food and wine assets.
At the launch in Hobart, international food media were treated to a spectacular dinner at MONA (the Museum of Modern and New Art), created by Ben Shewry, Peter Gilmore and Neil Perry as a showcase of our nation. Journalists were treated to a custom itinerary of food and wine locations from the Tamar to Margaret River, eating and drinking their way around the country in fine style.
The campaign represented a real coming of age. While back in the Hoges ‘shrimp on the barbie’ era, we understood inviting the world to come to Australia for great produce, the message has now nuanced to the people, product and place of food and wine. There’s now a sense the message is right for attracting high-yielding visitors who we need to get a return on our tourism investment.
The other aspect of the campaign that has worked is the engagement and commitment from so many of you. Thank you for you support of Restaurant Australia. I hope to see the overseas media light up with all of your great stories.
See you in 2015.
President, Restaurant & Catering