Wine Australia part of $36m tourism campaign

07 February, 2018 by Andy Young

Wine Australia has contributed to a $36m Tourism Australia marketing campaign in the hope of attracting more international visitors to the country’s wine regions.

Using $1.5m from the Government’s $50m Export and Regional Wine Support Package, Wine Australia has partnered with the campaign, which included an television advert during the weekend’s Super Bowl in the US.

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A key focus of the $50m Package is to leverage and grow international tourism to create demand and build awareness for premium Australian wine.

Assistant Minister for Agriculture and Water Resources Anne Ruston said the new ad broadcast will further strengthen one of Australia’s most important industries.

‘The Australian wine sector has enjoyed significant growth in recent years and the $50m Package aims to build on this, with an ambitious agenda of targeted activities, including marketing campaigns in the USA and China,’ Minister Ruston said.

‘At home, this investment will help to attract up to 40,000 additional international tourists to visit our world-renowned wine regions by 2019–20, delivering an estimated $170 million to the economy.

‘I’m looking forward to seeing the sector leverage these investments as our reputation for producing fine Australian wine continues to build.’

Andreas Clark, CEO of Wine Australia, said this campaign was the perfect opportunity to work with Tourism Australia to promote Australia as a desired destination and to showcase our world-class vineyards to a large and engaged audience.

‘The exciting, one-off $50 million investment is an opportunity for the wine sector to maintain its competitive edge, thinking bigger, bolder and better than ever before.

The work with Tourism Australia is an initiative to help achieve our tourism objective and drive visitors to Australian wine regions’, he said.

‘Australia’s wine and food offering has truly evolved since Crocodile Dundee was released over 30 years ago.

‘This campaign puts the spotlight on contemporary Australia and we hope it inspires Americans to discover the beauty and sophistication of our wine regions and try some exceptional Australian wine.

‘The Super Bowl has the largest reach of any advertising platform in the USA, with more than 100 million Americans tuning in across the USA and many millions more people globally’, he said.

The investment by Wine Australia amplifies the promotion of Australian wine and wine regions on the world stage and complements the targeted marketing campaigns being delivered by Wine Australia in the US to increase awareness of Australia’s wine offering.

The advert has given the impression of a film trailer for a new Crocodile Dundee movie and has generally been very well received.

See the Super Bowl advert here:

This advert was aired in the US prior to the Super Bowl advert: