‘Restaurant Australia’ to be rolled out in India next week

The India leg of Tourism Australia’s $10-million global campaign will be rolled out next week. The campaign has been built on the insight that ‘food and wine’ is a key factor in holiday decision making and the most important emotive trigger, ahead of beauty, influencing people’s destination choice.
 
Speaking with Campaign India, Nishant Kashikar, country manager, India and Gulf, Tourism Australia, explained the India roll out. He said, “The campaign will be an integrated one. We will be across television, print, magazines, digital, OOH. We have airline partners, partnerships with travel agents and travel portals as well (which we will leverage).”
 
Kashikar informed that while the three-minute film will be rolled out on D2H platform Tata Sky, in cinemas and on digital media, edits (60, 40, 30, 20 and 15-seconders) will be rolled out on 25 to 30 TV channels.
 
He added, “The campaign will be rolled out in two phases – now until November, and then in January to March when the ICC Cricket World Cup takes place.”
 
According to Kashikar, the World Cup will add to the ‘best year in terms of numbers’ with plenty of enquiries and estimates of about 5,000 to 6000 travellers from India (already), through official travel agents.
 
“That’s a minimum number we see through the four official travel agents who have rights to travel packages. You never know, it may increase. Traditionally, December is the peak travel month for outbound traffic from India to Australia. Also, December, January and February is the wedding season and Australia is an attractive honeymoon destination, so you’ll see couples wanting to also see games at grounds like the SCG (Sydney Cricket Ground) and MCG (Melbourne Cricket Ground). It also helps that the Indian team will be based in Australia from end-November to March. India participate in a four-match Test series, then the tri-series (with Australia and England), before the World Cup,” said Kashikar.

 (More in the issue of Campaign India dated 22 August 2014.)

 Also read: Australia beckons visitors to a table, in ‘the most extraordinary dining room on earth’