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Tourism Australia has launched a new campaign aimed at increasing travellers to the country by showcasing its restaurant experiences.
As part of the Restaurant Australia project, Tourism Australia has created an hub for all food and wine businesses in the country.
The campaign website lists restaurants, wine experiences, sea food, key chefs, events, and experiences in a dedicated page from every state.
All images displayed in the site are sourced from Instagram. Currently, over 700 businesses are listed for free on the site.
Tourism Australia originally launched the campaign in September 2013, and since then it has been working with state and territory partners to develop a platform for all restaurant-related content.
The campaign has a spend of about $9.4 million and was developed by the organisation's global creative agency Clemenger BBDO, with digital elements by DTDigital.
International visitors to Australia spent more than $3.74 billion in food, wine and culinary experiences in 2013, according to Tourism Australia.
Tourism Australia encourages users/business owners to use the hashtag #restaurantaustralia while posting content in social media. Tnooz asked Tourism Australia about its plan to handle a situation where the hashtag was used to post negative reviews, it says:
"Our research tells us people who've been to Australia and sampled our food and wine rate it highly, and this is reflected in social media comments so far, which have been overwhelmingly positive.
"The #restaurantaustralia is monitored by our social media team, who already manage our other social media platforms – Facebook, Google+, Instagram, and Twitter and have processes in place to manage its use.
"But, broadly, if people have a bad experience and choose to share it, so be it. But we're confident that most posts will continue to be constructive and positive."
Since the launch of the campaign, there are over 2,200 tweets with the #restaurantaustralia hashtag, over 7.7 million impressions, and over 1,500 Instagram photos.