Heston Blumenthal
Chef

Invite The World To Dinner

It was obvious to see that all had a great day being pampered with the culinary luxuries Australia and specifically Tasmania has to offer.

Some critique to the campaign is that the media could have been much better managed. The showcase of Tasmanian Hospitality produce and skills were plagued with poor quality food with seriously lacking skills.

Invite The World To Dinner

The picture that were quickly released through various social medial channels contained pictures of burnt crayfish, poorly presented abalone and a used whisky glass being poured with the bottle touching the glass (or was it self serve, total lack of responsible serving of alcohol).  Now while this may sound a little extreme, some dinners around the world  expect a level of quality which was not demonstrated by the pictures in question. With a budget of $40 million dollars, one would think a carefully planned outline of what should and shouldn’t be used in the campaign, and a person with the knowledge of hospitality to oversee what is being presented to the world stage.

Maybe a little less attention to gorging on the $40 million dollar budget, and a little more attention paid to how Tasmania and Australia is being portrayed to the rest of the world.

As for the video there are some great shots of the celebrity chefs but there is not  much footage of food. Most is either raw or burnt, not a very good  look especially for a $40 million campaign on showcasing the state and nations food and food culture. And what is with the Audi cars and logo in the video? Was this nothing more than an Australian Tax payer funded advertisement of Audi? It would seem Tourism Australia invite the world to dinner campaign was nothing more than a lavish indulgence of gluttony. What was their strategic direction for their $40 million marketing campaign?