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Calling local producers to star in new campaign

May 31, 2014 Destination Global No Comments Email Email

The Augusta Margaret River Tourism Association is calling upon local producers of food, wine, beer and produce to get on board Tourism Australia’s latest campaign to promote Australia’s outstanding food and wine experiences – Restaurant Australia. 

unnamed (11)Food and beverage related businesses are invited to take part in the campaign, which aims to close the perception gap of Australia’s food and wine experiences between those who have visited Australia, and those who haven’t.

AMRTA’s CEO Pip Close advised that foreigners’ opinions of Australian food and wine experiences was positively influenced by a first-time visit to Australia.

“Research has found that for people who haven’t been to Australia, only 26% associate the destination with a good food and wine offering,” said Ms Close.

“But for those who have visited, we rank second across 15 major markets for our food and wine experiences (60%)  – behind France and ahead of Italy,” she said.

“This is phenomenal – and more importantly, Australia ranks as the number one destination for food and wine for visitors from China, USA, France, India, Indonesia, Malaysia, the UK and South Korea. We just have to convince those who haven’t yet visited that their next trip should be to Australia – for our exceptional food and wine experiences,” said Ms Close.

The Augusta Margaret River Tourism Association is getting behind the campaign, which is free to participate in and asks local food and wine operators to make a simple 150 word submission on the Restaurant Australia website, accompanied by at least one high quality image.

Marketing and Communications Coordinator Victoria Johnson advised that the AMRTA was offering assistance and incentives for local members to encourage them to get involved.

“The AMRTA’s marketing team is available to assist members in writing their 150 word submission or to take photos of their ‘hero’ food or wine offering,” said Ms Johnson.

“It’s important to understand that you do not need to have a restaurant to be a part of this campaign – it is open to anyone whose business ties in to anything remotely related to food, wine, beer, liqueurs, fresh produce – you name it – even a cellar door without a restaurant can participate” she said.

“As an incentive to participate in Restaurant Australia, we are also offering our members the chance to feature on our home page on www.margaretriver.com for free – with a link to a news article about their business on our news page, which ranks highly in Google searches.  This home page banner space is used exclusively to promote major events and seasonal activities and is not available for members to purchase,” said Ms Johnson.

Following the industry ‘rally cry’, the next phase of the campaign involves ‘continuing the conversation’ on social media.

Entrants are encouraged to post pictures of their iconic food and wine offerings – focussing on the people, produce and place – on Facebook, Twitter and Instagram.

Ms Johnson said that the idea was to create “the world’s biggest conversation around Australian food and wine”.

“Once you’ve made your submission to Restaurant Australia, the idea is to bombard social media with lots of great pictures of your food or wine offering,” said Ms Johnson.

“These could be pictures of the winemaker, the gardener, the brewer, the vineyard team, the cellar door itself, the food, the stunning views from your establishment – it’s all about people, produce and place,” she said.

“The AMRTA marketing team is also available to assist members with their social media – we want to create the world’s biggest conversation not just about Australian food and wine, but about the Margaret River Region’s food and wine!” said Ms Johnson.

Local businesses are encouraged to submit a listing to restaurant.australia.com.

To get in touch with the AMRTA Marketing Team, contact Victoria Johnson on 9780 5914 or via emailcommunications@margaretriver.com.

Not a member of the AMRTA? Contact Johanna Hamilton, Partnership Manager, on 9780 5937 to find out more about membership benefits.

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