Creative Tourism ‘Wine and Food’ Promos

Some wine and food ‘team games’ and a cookbook, A Taste of Australia, produced by Tourism Australia in the UK and designed to appeal to the business events market, was last week voted Best Promotional Brochure at the British Association of Communicators In Business Awards.

WHAT was the winning angle?

The cookbook has ‘themed itineraries’ and uses recipes that really relate to different destinations throughout Oz…an idea that could be adapted to local promotional brochures too – is your region already doing it?

The judges comments are worth noting:

‘Everything about this publication oozes class and sophistication, tempered with a modicum of Aussie free spirit as seems entirely appropriate. Photography and design are top class. I am confident that the readership not only enjoyed it immediately – but will continue to do so for many years to come.’

ALSO in London

Team Australia is an association between Tourism Australia and the Association of Australian Convention Bureaux and they ran a classy event in London in April last year – a series of exclusive evenings to showcase Australia as the ideal ‘business events’ destination.

60 corporate clients were invited to a series of ‘fun evenings’ full of ‘culinary calamities’, including one Sydney Opera House-shaped meringue cake! The evenings were actually team cooking competitions, judged by celebrity chef Anthony Worrall Thompson and Australian chef David Selex.

Guests were welcomed to the events with champagne to calm their nerves, before being divided into teams. They were then showed how to make sushi, kangaroo salad and prawn rolls etc before the teams were sent off to battle it out.

To start off there was a lot of fun and some interesting concoctions and then, while the chefs got on with the judging, the guests enjoyed a typical Australian four-course dinner – plenty of opportunity to network.

These evenings created an excellent opportunity to show case one of Australia’s major unique selling points – food and drink – and also provided a great networking opportunity.

Some good ideas that could be applied in ‘local places’ not just London??