Tourism Australia: Australia leaves lasting impression on the global culinary scene

18 May, 2017

Tourism Australia released (15-May-2017) initial results of its latest phase of the Restaurant Australia campaign, the hosting of The World's 50 Best Restaurants awards:

  • The project generated over 4000 media articles with an audience reach of 3.9 billion and an Equivalent Advertising Value of over AUD42 million (USD31.2 million);
  • Victorian restaurants saw a 50% increase in restaurant bookings for the week of the event programme;
  • Brae Restaurant, which entered The World's 50 Best Restaurants list at #44 received over 16,000 website views in the hours after the awards, marking an increase of 3900% from a daily average of 400 views;
  • More than 679 flights and 1162 rooms being booked across the 250 itineraries organised by Tourism Australia;
  • Over 2600 bottles of wine from 42 Australian regions were tasted by the international sommeliers, chefs and media throughout the event programme. [more - original PR]