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Savour 2013 confirms new link up between Australian wine and Tourism Australia

Published:  16 September, 2013

Savour 2013, Wine Australia's largest event international event, kicked off last night in Adelaide with the official announcement of a new advertising campaign partnership with Tourism Australia.

News of the link up was first revealed in Harpers earlier this month and the new campaign, called "Restaurant Australia", will focus on Australia as a gastronomy destination, which research shows is becoming increasingly more important when it comes to where people holiday.

Tourism Australia is looking to work far closer with the Australian wine industry and make more use of its food and wine culture following a surevey of over 13,000 people from across 15 key markets that found 60% of the people visiting Australia ranked the country second only to France as a foodie destination.

Andrew McEvoy, Tourism Australia's managing director, said: "The world now travels on its belly."

McEvey said when people are loooking at where to travel long haul then food, wine and local cuisine are key factors in that decision. "To do this we are evolving our global campaign with the idea that Australia could be the world's greatest restaurant - Restaurant Australia - serving up the most unique food and wine experiences in remarkable locations every day."

He added: "Our challenge is that for people who have never visited Australia, only 26% associate the destination with a good food and wine offering. For those who have visited though, Australia is ranked second for its food and wine experiences (60%) after culinary giant France and ahead of Italy (third). We are ranked as the number one destination for food and wine for people who have visited from China, USA, France, India, Indonesia, Malaysia the UK and South Korea."

Both Wine Australia and Tourism Australia hope that by combining their resources they will be able to benefit from a larger campaign than they could accomplish on their own.

Wine Australia will benefit from a larger marketing budget and the potential to reach new consumers. Premium Australian wine will now be a key element of Tourism Australia's "There is Nothing like Australia" campaign.

Over 750 people from all over the world have travelled to Australia to take part in theSavour event which is being heralded by Wine Australia "as the comprehensive exploration of Australian wine ever undertaken". It will give key buyers and influencers in Australian wine around the world to hear first hand what Wine Australia and its key winery partners are doing to makes its wines as marketable as they can in all its key markets.

You can find out more about Savour here.