Sydney, Australia, 2014-9-17 — /Travel PR News/ — Later this month (September) sees 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 top 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 key overseas tourism markets.
The UK launch will see Australia House in London transformed into a ‘pop-up’ restaurant where each evening, for six consecutive nights (September 22-27), a renowned Australian chef will treat diners to a delicious meal inspired by their own memories of holidaying in Australia.
The six Australian chefs – each representing a different state or territory – are Maggie Beer (representing South Australia), Skye Gyngell (NSW), Luke Rayment (Queensland), Matt Stone (WA), Shannon Bennett (Victoria) and Rachel O’Sullivan (Northern Territory).
The UK event is being organised in partnership with the state and territory tourism offices, Wine Australia and leading Australian food producers. 29 different premium Australian wines, each available in the UK, have been donated by Wine Australia and will be served during the week.
The Korea launch of Restaurant Australia takes 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. Amongst those attending will be Mr Gwang-Ho Choi, the Australian-educated winner of Korea Master Chef.
The Singapore launch (September 26) will focus on Tasmanian seafood and involve Tetsuya Wakuda, an internationally renowned chef with strong culinary connections to Australia, cooking up a ‘Tasmania Seafood Seduction’ meal at his Waku Ghin restaurant at Marina Bay Sands.
One of Tasmania’s most well-known and award-winning tourism operators, Rob Pennicott, will also attend the Singapore launch.
Rob and his family operate a number of award-winning tours showcasing Tasmania, including a sea cruise where guests catch and then eat a delicious seafood feast which is accompanied with gourmet local produce and Tasmanian wines, boutique beers, ciders and juices.
The centrepiece of a week of ‘Restaurant Australia’ activity to support the Hong Kong launch, which took place last week, 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 world class 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.
Further information about the campaign strategy is available at http://www.tourism.australia.com/restaurantaustralia