Clemenger BBDO has decided to build on the platform established by the “There's nothing like Australia” campaign for Tourism Australia, by focusing on the diverse culinary experiences that the island nation has to offer. This is to be the first major work Clemenger BBDO has done for the Australian tourism board since the agency won the account from DDB almost a year ago. The new campaign (called 'Restaurant Australia') works on the idea of Australia being the world's greatest restaurant, and conveys this message by showcasing all of the eclectic culinary experiences available across the country.
This is to be the first major work Clemenger BBDO have done for the Australian tourism board since the agency won the account almost a year ago
The campaign revolves around a 3 minute film, which is set to a remixed version of the Australian singer-songwriter Dewayne Everettsmith's 'It's Like Love', the same song used to soundtrack the company's last campaign back in 2012. The film cost a little over $2 million to produce, and has been broken down into three edits, which run for 30 seconds, 60 seconds and 90 seconds. There are also a variety of customised edits, which have been edited specifically to appeal to different global markets.
Nick Baker, the chief marketing officer for Tourism Australia, says that the concept of the campaign “Has been built based on consumer research, which identified food and wine as a key factor in holiday decision making.” He believes that for people who've never visited Australia, awareness of their food and wine offering is low, but says that “Once they visit, people realise the variety and quality of the world-class food and wine experiences” that the country has to offer. Baker and his team did extensive research, which revealed that “All primary markets are very strongly interested in food and wine,” so, whilst the campaign might be primarily geared towards Asian and Western markets, “It's a true, global campaign.”
“Once they visit Australia, people realise the variety and quality of the world-class food and wine experiences.” Nick Baker, CMO, Tourism Australia
Clemenger Sydney BBDO boss Andy Pontin, meanwhile, says through their research they had discovered that people who has visited Australia rated their cuisine “Up there with Italy and France.” Those who have never been, however, rate it below the cheap fodder produced by Mexico and Germany, which is a perception the campaign aims to turn around, by exposing the reality of Australia's fare, which “Is far better than the perception.”
Complementing the videos, the bespoke, 'Restaurant Australia' website will allow businesses, operators and all those involved in Australia's culinary, tourism and hospitality industries to submit stories regarding their culinary experiences in the country. Stories can also be further amplified through social media platforms such as Facebook and Twitter by using the #restaurantaustralia hashtag. These elements have been developed by Ogilvy DT.
Campaign activity will begin rolling out in 12 key international markets in the coming months. Baker anticipates that the videos “Will be played out on cinemas, digital and on TVs around the world.
Official Clemenger BBDO Website
Official Tourism Australia Website
Official Restaurant Australia Website
Benjamin Hiorns is a freelance writer and musician from the UK who has never been to Australia, but he did once attempt to consume a Kangaroo burger at his local Walkabout. It left a lot to be desired.
