While long billed as a soft adventure paradise, Tasmania needed to grow market share by targeting additional audiences. After identifying Tasmania’s “farm-fresh-to-table” culinary experience as unique in Australia, Development Counsellors International (DCI) set out to convince the discriminating palates of U.S. travelers to experience the island’s epicurean wonders.
• Research and identify the magazines that best reach the avid culinary traveler; • Craft supporting background materials, including a list of the tour operators who sell Tasmania epicurean tour packages, to relay “Tasmania’s Culinary Experience” story to targeted media outlets and offer a consumer "call to action;"• Highlight Tasmania food and beverages, such as its unique honey, at signature media functions in Los Angeles and New York and direct-to-consumer events in partnership with Australia Formula One racing star Mark Webber and Balducci’s; • Identify and pitch U.S. celebrity chefs with the concept of traveling to Tasmania to experience the island's culinary scene in partnership with a target magazine.