Last month saw the international roll-out of Tourism Australia’s ‘Restaurant Australia’ campaign gather momentum with high-profile launch events taking place across the world, including the United Kingdom, Singapore, Korea and Hong Kong.
Australia’s celebrity chefs, freshest produce and finest wines will play starring roles in the launches and the ongoing campaign activity which, once fully rolled out, will target visitors from 17 of Australia’s key overseas tourism markets.
The UK launch saw Australia House in London transformed into a pop-up restaurant where each evening, for six consecutive nights, a renowned Australian chef treated diners to a delicious meal inspired by their own memories of holidaying in Australia.
The Australian chefs—each representing a different state or territory—are Maggie Beer (representing South Australia), Skye Gyngell (New South Wales), Luke Rayment (Queensland), Matt Stone (Western Australia), Shannon Bennett (Victoria) and Rachel O’Sullivan (Northern Territory).
The UK event was organised in partnership with the state and territory tourism offices, Wine Australia and leading Australian food producers. Twenty-nine different premium Australian wines, each available in the UK, were donated by Wine Australia and were served during the week.
The Korea launch of ‘Restaurant Australia’ took place on September 23 in Seoul with up to 100 VIP guests, trade and media attending an outdoor event at the Australian Ambassador’s residence. Among those attending were Gwang Ho Choi, the Australian educated winner of Korea’s MasterChef.
The Singapore launch focused on Tasmanian seafood and involved Tetsuya Wakuda cooking up a ‘Tasmania Seafood Seduction’ meal at his Waku Ghin restaurant at Marina Bay Sands.
The centrepiece of a week of ‘Restaurant Australia’ activity to support the Hong Kong launch, which took place last month, was an Aussie-inspired long-table lunch for 100 VIP guests and media, prepared by renowned Australian chefs Ben O’Donohue and Eddie Cofie at popular harbour front restaurant, Alfresco Lane.
Tourism Australia managing director John O’Sullivan said Australia’s people, produce and place sat at the heart of its ‘Restaurant Australia’ campaign, as a way to demonstrate the country’s superb food and wine experiences to the world.
“Our aim is to demonstrate Australia’s culinary credentials on a global stage, and what better way to do it than harnessing our country’s best chefs, freshest produce and finest wines, all served up in the most iconic of Australian venues overseas?” he said.