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MasterChef

MasterChef

Celebrity Chef and MasterChef Australia judge, Gary Mehigan is the star of the State’s latest tourism push, enticing travellers to come and taste South Australia. Mehigan’s new ambassadorship role coincided with the South Australia Week of MasterChef and forms part of an ongoing strategy to promote the State as the country’s premier food and drink destination. Through the week, the TV Show, took its budding cooks and a national average audience of over 1.1 million to world class food regions such as McLaren Vale and to top wineries including d'Arenberg and Jacob's Creek.

Key results:
  • The total PR value of the MasterChef broadcast and relating media is an estimated $17.6 million ASR with a collective audience reached of 10.9 million
  • Almost 65k visits to Food and Drink landing pages
  • Over 1,100 ATDW leads
  • Over 60 click outs to Helloworld
  • Over 1,700 click outs to view Gary videos on YouTube

Social media stats:
  • Organic social media posts relating to MasterChef reached an audience of 1,359,364 and generated 4,692 visits to southaustralia.com
  • Across South Australia’s social media channels, 27 posts were published relating to MasterChef that received 70,133 interactions and 6 content pages created specifically for the campaign which have received a total of 80,719 visits
  • Over 1,300 Facebook page likes from ads
MasterChef Australia
Gary Mehigan visits the Adelaide Central Market