We’ll be the host dishing the most as Tassie awarded global foodie feast as part of international tourism push
TASMANIA has been recognised as a bona fide food and wine superpower.
Tasmania
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AUSTRALIA’S culinary elite have gathered at the famous Quay restaurant on Sydney Harbour to launch Tourism Australia’s latest campaign.
Stars like Rockpool’s Neil Perry, MasterChef’s Gary Mehigan, TV cook Lyndey Milan and Quay’s executive chef Peter Gilmore competed for attention yesterday with tourism icons the Harbour Bridge and Opera House.
But the real stand-out in his trademark khaki shorts, navy polo top and Blundstone boots was our very own award-winning tourism operator Rob Pennicott and his platters of Tasmanian seafood. Tourism Australia said it was that “authenticity” that saw Tasmania chosen to host the gala finale of the new $10 million campaign.
With literally the entire country to choose from, MONA has been selected to host 80 of the world’s biggest foodies at a spectacular dining event promoting Australia as the world’s greatest restaurant.
The “Invite the World to Dinner” function in November will mark the end of the Restaurant Australia campaign.
Tourism Australia boss John O’Sullivan said the decision to hold the event in Tasmania showed the state was “an emerging food and wine superpower”.
“I think by any stretch of the imagination Tasmania has ... come of age as a tourism destination,” he said.
Tourism Tasmania chief executive John Fitzgerald said it was hoped MONA would serve up some of its signature quirk at the function.
“Where better to host this than MONA – it’s one of the world’s most contemporary art galleries and museums, it’s got an award-winning restaurant, a heritage vineyard, an outdoor music venue, a brewery and the architecture is absolutely amazing,” he said.
“As we know, MONA are exceptional at running events and they’re great at pushing the boundaries.
“We can’t wait to work with them to put on a showcase that’s going to blow the global world’s mind.”
In addition to the finale dinner, Tasmanian tourism stalwarts like Saffire, MONA and Freycinet oyster farmer Giles Fisher have leading roles in a new television advertisement for the campaign.
The ad is again set to Tasmanian singer Dewayne Everett-Smith’s hit song It’s like love and will target 12 key international markets.
Tourism Australia chief marketing officer Nick Baker said Tasmania’s “authenticity” made it a stand-out when choosing where to host the campaign’s finale event.
“It was really very tough ... we’ve got some fantastic places around the country,” he said.
“[But] authenticity ... is absolutely critical.
He said that Rob Pennicott’s Seafood Seduction tour has brought Tasmania to life through food and that is the goal of the new advertising campaign.
“You can imagine [to] people in cities all round the world, that live very highly urbanised lives, the idea that you could just go down and dive and bring something up and eat it, without it having to be treated, without having to put it in a freezer, is just wonderfully evocative.”
Mr Baker said that was also the appeal of using Giles Fisher’s Freycinet oyster farm experience in the TV ad.
The campaign is supported by some of the elite names of the food industry including internationally acclaimed chefs Peter Gilmore, Neil Perry and Kylie Kwong, Penfolds’ chief winemaker Peter Gago, and beloved kitchen hero and businesswoman Maggie Beer.
The print, cinema, online and television advertising combines stunning land and seascapes as backdrops for extraordinary and unique feasting experiences.
The campaign will call upon local food lovers to share their favourite eating and drinking experiences, and encourage businesses – restaurants, bars, cafes, producers and providores – to take part.
Overseas visitors spent $4 billion enjoying Australia’s food, wine and culinary experiences in 2013.
Additional reporting by Jana Frawley
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