Managing director of Tourism Australia, John O’Sullivan, has refuted comments that the agency’s Restaurant Australia campaign is too focused on the luxury market.
Responding to criticism that the campaign will only benefit the nation’s top-end venues, O’Sullivan told Mumbrella that almost all of the 300 print adverts which have been featured in Australian newspapers during the initial stages of the campaign highlighted everyday Australian businesses that were “just doing great thing in food and wine.”
“Naturally I don’t think that’s a fair assessment,” O’Sullivan told Mumbrella. “One of the positives of this job is that everyone has an opinion on the stuff we produce, which is great for a brand to have. You have to roll with the positives and the criticism, but it’s a pretty unfair statement to be frank. If you look at the scenes that we have used in the creative, yes there are some high end experiences but we also have experiences that are accessible and affordable.”
read the full article here by Aoife Boothroyd, Hospitality Magazine
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