Invite The World To Dinner was a $40 million paddock to plate campaign aimed at increasing awareness of Australia’s exceptional quality of produce and the amazing mix of culinary culture to the global audience.
The campaign ran over 18 months coming to a close with a grand dinner at MONA with 250 of the world’s best chefs. Among the top chefs Heston Blumenthal from Fat Duck had to say about Australian food culture.
“I’ve never seen a food explosion happen in any country in the world like what’s happening here.” Heston Blumenthal – Celebrity Chef
Invite The World To Dinner
It was obvious to see that all had a great day 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. They contained pictures of burnt crayfish, poorly presented abalone and a used whisky glass. Additionally, the whiskey glass poured into had the bottle touching the glass. (or was it self serve, which would be a total lack of responsible serving of alcohol). Now while this may sound a little extreme, some diners around the world expect a level of quality. These images did not convey such quality. With a budget of $40 million dollars, one would think a carefully planned outline of the campaign. Also, a person with the knowledge of hospitality to oversee the presentation 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?
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